Pernod Ricard’s Post

The ever evolving RTD market, from its inception of new and unknown brands to now leveraging on iconic names. All in for the quest for relevance and TOM among consumers to gain market shares in a competitive landscape! What other categories are affected by these innovations.

🥃 Chivas Brothers, the Scotch whisky arm of Pernod Ricard, closes FY24 with impressive results! 💼 Despite a 1.6% dip in net sales, the second half of the year saw a strong recovery 🚀, thanks to the success of their premiumisation strategy. Iconic brands like Royal Salute 💎 and Ballantine’s are leading the charge in global markets 🌍, with Royal Salute hitting a historic high in net sales (+5%). Beyond business, Chivas Brothers is also committed to sustainability 🌱, reducing carbon emissions by 24% since 2018, and investing in new whisky distilleries to meet global demand. Find out more: https://bit.ly/4gbjJIl #ChivasBrothers #PremiumWhisky #ScotchWhisky #Sustainability #LuxurySpirits #WhiskyLovers

DAY 2 - Summary and key takeouts from the Spirits Strategies & Innovation Conference 2024 Trends in key spirit categories - Paul Thomas from Suntory Global Spirits took us on a whirlwind tour of headwinds and pressures on the industry before looking to the ‘bright side of life’. His 4 summary points were: - Support the on-premise to create experiences where spirit categories can be at the centre of them - Lose the either/or mentality! From the rise in no/low to embracing growth in categories such as tequila – multiple things can grow at once - Stay true to the quality brands you represent – keep investing in them and believe in the staying power of your categories - Embrace tomorrow – culture and consumers are changing – deeply understand your consumers and the occasions they drink in to be set up for success How to build a community of thriving fans - Greg Klingaman from AnyRoad shared how to utilize distilleries/brand homes to drive consumer engagement - Co-run RSVP events with the on-trade – if consumers pay for events they are more bought into the process and will enjoy it more (proven BeSci principle) - Monetise your consumer data – don’t just collect primary data (names, emails) but collect behaviours, attitudes etc., then use this to target your community - Consumers want to spend more time with less brands – set up a membership event that consumers can buy into for exclusive, ‘money-can’t-buy’ things – meet the founder, limited edition runs, unique experiences etc. - he gave Lieper’s Fork as a case study of how it has proven monetary value   Rona mae Stewart from The Exploration Company also gave a super interesting session on how different sectors (including BWS) are going to utilize conditions in space to experiment (e.g.) germination/growing conditions (hops), the impact on angels share and flavour profiles of Bourbon Whisky, and understand 3-D cancer cell growth in a zero-gravity condition (vs. 2-D petri-dish possible on Earth). It was literally out of this world ;) We also heard about the start-up journey of El Rayo Tequila by Tom Bishop - how they began with a 3-month immersive discovery of Mexico and Tequila before looking at several phases of investment for growth, how they utilised sales growth from Amazon to win listings with John Lewis, Selfridges and subsequently Sainsbury's. El Rayo is a modern take on Tequila that reflects the 'real' Mexico and is made easy via a simple Tequila & Tonic serve 'spirits24

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It's rare to see a public showcase of Mental Availability showing results (others use proxies!) Apreol grows sales volumes by +9.6% in one year by successfully leveraging Category Entry Points in brand growth. Key takeaways: - Campari Group identified multiple CEPs in the Spirits category, realising Aperol was strongly linked to "summer chilling" but less so to other occasions. - They strategically expanded Aperol's mental availability by connecting it to a new CEP: "Winter Apres Ski and similar moments." 🏔️❄️ - This approach aligns with the CEP strategy of building wider, fresher memory networks for the brand, increasing the likelihood of Aperol being mentally available in more buying situations. - The result? Aperol is now taking ownership of the 'Aperitivo occasion' across Europe, not just in summer. If you want to measure Mental Availability and Category Entry Points for your brand, send me a DM and let's work together.

Suntory Sales Up 3.5% Despite Challenging Environment in the US: How the Brand Is Thriving. Rupert Hohwieler, Suntory Holdings Limited,Toru Miyanaga #Suntory #SalesGrowth #SpiritsIndustry #USMarket #BusinessResilience #BrandStrategy #MarketTrends #PremiumSpirits #SpiritsInnovation #IndustrySuccess

Aperol grows by increasing its mental availability. +9.6% vol. in 2023! This case is a great example of the Marketing theory about how brands grow, developed by Pr Byron Sharp from Ehrenberg-Bass Institute (that all marketers should be aware of!) Campari Group identified the different category entry points of Spirits category. They observed that Aperol was well connected to summer chilling occasion, but probably less to other drinking occasions. They decided to connect to another relevant category entry point : Winter Apres Ski and similar moments. Julka Villa, group head of marketing at Campari Group, said shifting Aperol’s appeal beyond the summer months as a year-round drink, achieved through presenting it in après­-ski-style settings and the winter season, played a large part in the brand “taking ownership” of the ‘Aperitivo occasion’ in Europe. The brand’s bottle being visible nearly everywhere has certainly helped its cause – from summer rooftops to ski slopes and sporting events – and Campari Group’s decision to significantly boost production capabilities is a warning sign to the chasing pack below that it’s only going to get bigger. Volumes sales 2023: 9.6m vs 2022: 8.8m !! Diageo Campari Group Pernod Ricard Suntory Global Spirits The HEINEKEN CompanyMolson Coors Beverage Company AB InBev Carlsberg Group

In what can only be described as a meeting of two giants, Pernod Ricard has announced it is to partner with The Coca-Cola Company to release a pre-mixed RTD premium Absolut Vodka and Sprite cocktail made with the CSD giant’s signature lemon-lime taste. This follows the successful launch of Jack Daniels and Coca Cola released a year ago. The initial launch is set for early 2024 in select European countries, including the United Kingdom, Netherlands, Spain, and Germany, it will have a standard abv of 5%, although this may vary from market to market. Francesco Ottaviano, Global RTD portfolio director at Pernod Ricard, added: “While Absolut Vodka and Sprite have long been enjoyed together around the world, we now unite two powerhouse brands in a unique ready-to-drink product. Elaine Maher, associate director, commercial development, at Coca-Cola Europacific Partners GB, which manufactures and distributes Absolut Vodka & Sprite in GB, said: “We know that refreshment is the no.1 preference amongst consumers when making an alcoholic ready-to-drink choice, and that is something Sprite’s Lemon and Lime taste is particularly renowned for." This is sure to be a very succesfull and very lucrative partnership for both players, only time will tell. #markets #cocacola #tccc #absolut #pernodricard  #fmsg #spirts #rtd

SELLING DRINKS INTO NORDICS: what packaging is the most desirable? What do the buyers love? Is your brand ready for Nordic expansion? See who is leading the example! Brands in this video: Pernod RicardDiageo Brown-Forman Solera Beverage Group Galatea AB Spendrups Bryggeri AB Campari Group Vinordia AS AliasSmith White Claw Galatea AB Saint-Clair #nordictenders hashtag #nordicmonopoly hashtag #monopolysystem hashtag #systembolaget hashtag #alko hashtag #vinimopolet hashtag #exportsales hashtag #exportmanagement hashtag #brandmanagement

The HEINEKEN Company acquires stake in hard seltzer brand Stëlz in Netherlands Honestly a bit surprising considering how much shares hard seltzers have been able to capture in Europe over the last years, including when pushed by large players (cf. Coca-Cola experience with Topo Chico) but likely a good inexpensive way for HNV to complement their portfolio & test further the water at a time beer volume in Europe (but not only) remains under pressure In the details: Hard seltzer brand Stëlz was founded by Milan Voet and Glenn Cornelisse in 2020. The brand’s flagship range consists of 4.5% abv hard seltzers but the business also produces canned cocktails at the same strength Stëlz said hard-seltzer consumption in the Netherlands was growing and that it expects the drinks to account for 18% of RTD sales in 2028, up from 13% last year. Other shareholders in Stëlz include the music company ID&T – with which Stëlz has an exclusive supplier deal for festivals – and event planning service This Is Live. Maarten Schuurman, the MD for Heineken's business in the Netherlands, said: “It is admirable how Stëlz has secured a unique position with their hard seltzer in a short time. On one hand, it's about the product, but it’s especially about how Stëlz markets it in their own distinctive way: direct and straightforward, with a keen sense of the current zeitgeist and the moments when you enjoy a hard seltzer.” Last year, Heineken acquired a minority stake in Served, the UK ready-to-drink brand co-founded by pop star Ellie Goulding. Served sells a namesake range of hard seltzers aimed at consumers seeking “a modern, health-conscious, social lifestyle”. Interesting to see how this will unfold in the coming quarters/ years 𝗧𝗼 𝗿𝗲𝗮𝗱 𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝗙𝗠𝗖𝗚 𝗠&𝗔 𝗽𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻: https://lnkd.in/efD5RNWX 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀/ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿, 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀: 𝗠𝗮𝗻𝗮𝗴𝗶𝗻𝗴 𝗙𝗼𝗿 𝗚𝗿𝗼𝘄𝘁𝗵 - https://lnkd.in/ea4gy65y #fmcg #cpg #beer #hardseltzer Carlsberg Group AB InBev Molson Coors Beverage Company PepsiCo The Coca-Cola Company Coca-Cola Europacific Partners Diageo Pernod Ricard https://lnkd.in/epKcU6Xv