Getting to the heart of consumer choice
Knowing when, where, why and how a brand is selected and enjoyed is key to success in our industry - and Maestria is the framework that helps us get closer than ever to these moments of consumption.
By leveraging extensive consumer demographic and behaviour data, Maestria allows us to dive deeper into consumer landscapes - pushing the boundaries of granularity to find the right opportunities for each of our brands and activate a larger portfolio in each market.
Defining the right promotion and pricing
By analysing millions of data points, Vista Rev-Up helps us identify the right promotion level and build an optimal annual calendar of promotions for each of our brands.
Our teams can pinpoint exactly which promotions to run - and exactly when to run them - to align with consumer needs and boost profitability.
Uncovering the perfect sales execution
D-Star complements traditional sales tools such as customer relationship management (CRM) by empowering our teams with a list of customer outlets with the highest potential each week, based on data, and highlighting which sales actions should be prioritised during a visit.
Our sales teams visit customers around the world every day, ensuring they can provide consumers with their preferred brands, in their preferred format, at the perfect time. D-star helps our sales team prioritise which outlets to visit, delivering personalised recommendations for the actions and products that will make the biggest difference.
During the springsummer season, D-Star identified an opportunity to premiumise Scotch whisky in 300 leading stores across West Bengal. Our sales team promoted Ballantine’s, resulting in successful conversion and additional billing in the majority of the identified stores.”
Pernod Ricard named a world leader for its data and AI capabilities
In 2024, we were ranked number four in the world out of all consumer goods companies for the work we’ve done to build in-house skills and capabilities dedicated to data and AI.
According to the latest Data & AI Human Capital Report by AlixPartners and Darwin X, Pernod Ricard ranks first in the beverages category. The study of the 65 largest global consumer goods companies measures the proportion of the workforce dedicated to data and AI activities, utilising Darwin X’s technology.