Pernod Ricard is facing challenges with one of its flagship wine brands, Jacob’s Creek, as the volume of discounting in the wine category is drowning out its premium price positioning. While others in the Australian wine category are experiencing growth, the drinks maker is looking to turn around Jacob’s Creek’s declining sales by pushing media investment into the brand.
Pernod Ricard is tapping into its history with Andy Warhol through a digitally focused travel retail campaign in an attempt to drive volume of its special edition bottle.
Pernod Ricard says it is putting “significant investment” behind attempts to top previous festive marketing for Jameson, Ballantine’s, Chivas Regal and Brancott Estate brands as it looks to its flagship brands to push up Christmas sales.
Pernod Ricard is to spend an additional €50m (£39m) on “strategic” marketing projects over the next two years in a bid to strengthen key disciplines and markets following a corporate-wide restructure.
After ten years of aggressive acquisitions, Pernod Ricard’s bloated size weighed on revenue growth in 2013. Armed with a three-pronged approach aimed at “simplifying, prioritising and mutualising” operations, the business is reconnecting its brand and market marketing teams to win customers “in the last three feet” of the sale.
Pernod Ricard’s CMO Martin Riley is set to retire at the end of the year, with the drinks maker replacing him with South Africa managing director Conor McQuaid.
Pernod Ricard has hit out at what it claims is a “sledgehammer” ruling from trade body the Portman Group that found it failed to market one of its brands responsibly.
Pernod Ricard is looking to exploit the growth of online video with the launch of a global YouTube channel for its Malibu brand.
Pernod Ricard is trialling proximity based marketing tool iBeacons as part of ongoing efforts to grow its brands around how people socialise with one another through technology.
Pernod Ricard is letting shoppers personalise bottles of its top whisky brands in a bid to increase sales around gifting occasions such as birthdays and anniversaries.
World Federation of Advertisers (WFA) president and Pernod Ricard CMO Martin Riley has challenged marketers to redefine “brand conversations” with fans and gain a social conscience or risk being toppled by a “Wikileaks” moment of their own making.
Pernod Ricard is to introduce real-time media buying for its Malibu brand, one of several digital marketing initiatives being readied to enhance the drink’s profile among younger consumers.
Pernod Ricard’s decision to rein in its ad spend over the last six months to focus on cheaper but what it claims are more effective digital promotions seems to be paying off in Europe with higher sales but less so elsewhere.
Pernod Ricard’s CMO Martin Riley has detailed its bid to get “back to real marketing” through digital innovation as it looks to turbo charge its investments in data, branded content, ecommerce and internal expertise.
Pernod Ricard is readying a flurry of investments into the online arena from wearable tech to at-home drinking appliances, part of a plan to invest 20 per cent of its global marketing budget in digital.