Pernod pledges innovation

04 February, 2011

Pernod Ricard has said that its marketing investment has returned to pre-financial crisis levels and pledged to put innovation at the core of a strategy to build premium brands.

The commitment was made by chief executive Pierre Pringuet at a conference and exhibition staged by the French-based spirits giant at a Paris art gallery to highlight recent and forthcoming innovations.

The first major move for 2011 is a redesign for the Ricard pastis brand – the first for the product since 1932.

The company’s UK arm has released a limited-edition St Patrick’s Day Jameson bottle and rolled out a special Absolut Brilliance pack across multiple grocers. A super-premium version called Absolut Elyx was released in Canada, Greece and Mexico last autumn and could roll out to other markets in 2011.

Absolut has also released a Wild Tea flavour in the US and Absolut Watkins – a coffee version with bottle design by fashion artist Liselotte Watkins – in travel retail.

New digital activity includes a live music website for Ballantine’s Scotch whisky and a You Tube campaign for Havana Club’s Nothing compares to Havana campaign.

Pringuet said: “Innovation is now, more than ever, at the heart of Pernod Ricard.

“The company’s decentralised organisation favours decision-making at the level closest to consumers. “Innovation is one of the drivers of our premiumisation strategy.”

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