Experiences and services
What: Stretch our business beyond the product itself to deliver sustainable and responsible experiences and services.
How: Leveraging and developing our internal assets such as Brand Homes or establishing specific partnerships.
Our model in action:
- Created new experiential places, including Mx in Marseille and the House of KI NO BI in Kyoto
- Launched “The Experience Distillery”, a new business unit that creates unique experiences and events related to conviviality
Route-to-consumers
What: Get closer to our consumers by developing new channels and new ways of distributing our products.
How: Expanding omnichannel distribution, creating new touchpoints and enhancing purchasing experiences.
Our model in action:
- Continuous development of The Whisky Exchange, a leading B2C and niche B2B distributor of fine and rare spirits
- Further penetration of business meal occasions in China
- Expansion of Le Cercle VIP club, our platform offering a highly exclusive portfolio to connoisseurs
- Acceleration of Easy24, digitisation of our interface with wholesalers offering a one-stop shop ordering platform for trade outlets
New products and categories
What: Scale innovation with new products and categories to address new consumer demands and occasions.
How: Addressing emerging trends through our Innovation Hubs, dedicated business units or acquisitions.
Our model in action:
- Launched new flavoured spirits such as Absolut wild berri
- Majority stake into Skrewball to accelerate in flavoured whiskies in the US
- Developing a no-alcohol portfolio to grow no-alcohol opportunities
- Launched Seagram 0.0% in Spain
- Majority stake into Cockorico pre-mixed cocktails
Portfolio/Route-to-market and A&P effectiveness
What: Make the most of our portfolio by activating more brands in our markets and allocating our A&P more efficiently.
How: Advertising and promoting the right product at the right place and the right moment. Using robust, data-driven methodologies and tools, including Matrix, Maestria and D-Star.
Our model in action:
- Focused our investments on our most efficient touchpoints, campaigns and periods of the year
- Defined the most attractive moments of consumption for a brand to fulfill consumer needs, and adapted investment plan accordingly
- Focused our sales teams on the right channels and commercial opportunities
Pricing power
What: Maximise the pricing power of our portfolio through tailored pricing and promotion strategies across categories, channels and geographies.
How: Leveraging tools such as Vista Rev Up. Using best-in class Revenue Growth Management tools and capabilities.
Our model in action:
- Detailed review and adjustment of pricing levels versus relevant benchmarks
- Monitoring of price index progress across products and geographies
Prestige acceleration
What: Grow our share within the prestige market by developing a stronger position in the most attractive
How: Leveraging our exceptional portfolio of prestige brands, our global coverage and our strong brand-building track record in key geographies.
Our model in action:
- Acceleration of Royal Salute in multiple markets, including the development of new Polo and Fashion editions
- Majority stake into Código, to develop our position in the Ultra Premium & Prestige tequila segment
- Wide portfolio of Rare & Collectible products, in particular in whisky and cognac