INNOVATION
Innovation is a growth accelerator. It fuels our strategy and our actions, from liquids to packaging, through to creating new formats, expressions and experiences that reflect evolving consumption habits and trends.
Amplifying relevance within moderation
Strategic innovation often occurs where two or more trends meet. Recent innovations in response to the structural mega-trend of moderation show this at work. Apéritifs continue to grow as consumers seek lighter choices and earlier consumption occasions, without sacrificing premium quality. Ramazzotti Aperitivo Arancia 0.0% meets all these needs. This citrus and herbal zero alcohol aperitivo is a pure brand extension. Retaining the original’s iconic flavour profile, it offers a contemporary take on a classic, in-step with consumer sentiments by offering a non-alcoholic spirit alternative.
Almave, a super-premium non-alcoholic blue agave-based spirit alternative, co-founded by Formula 1 ace Lewis Hamilton, aligns three accelerating global trends: tequila, non-alcoholic spirit alternatives and the desire for authenticity. Almave enhances our portfolio with a proposition that pays full tribute to the craft values of agave’s traditional distillation and serves the growing demand for authentic moderation experiences.
Ballantine’s getting sweeter while staying true
Answering the rising demand for sweeter and more approachable spirits, Ballantine’s Sweet Blend has been designed to remove barriers to discovery and to open the category to new devotees. This premium spirit drink masterfully intertwines the classic essence of Scotch whisky with sweet, indulgent notes of caramel and vanilla, resulting in a delightfully versatile and inviting pour to elevate shared moments and celebrations. By breaking down the traditional barriers of Scotch Whisky, Ballantine’s Sweet Blend offers fresh ways to enjoy elegance and depth while staying true for whisky aficionados.
Absolut is ready for anything
Ready-to-Drink (RTD) and Ready-to-Serve (RTS) formats have been growing steadily over the past years, driven by consumer demand for convenience, quality and mixology-inspired experiences. In 2024, RTDs proved one of the fastest-growing categories, experiencing +7% vs 2023 in value, with consumption growing in 8 out of 10 top RTD markets for Pernod Ricard(1). Absolut is building a strong foundation in the vodka-based RTD space, leveraging its global brand strength to launch premium, convenient offerings. Strategic collaborations, such as the vodka cranberry line with Ocean Spray in North America and the global vodka-lemon lime range with Sprite, demonstrate Absolut’s commitment to becoming a key player in this category. Meanwhile, the brand’s two latest RTS cocktail flavours, the Classic Cosmopolitan and the Espresso Martini, are offering consumers new ways to enjoy convenient, bar-quality drinks that both enhance and simplify hosting occasions.