Creating a luxury brand for Pernod Ricard

Pernod Ricard is the world’s leader in the premium spirits industry. It operates in more than 85 affiliates and 100 production sites, managing brands such as ABSOLUT Vodka, Chivas Regal Scotch whisky and Mumm and Perrier-Jouët champagnes.

The Pernod Ricard team had identified their next stage of business growth as a Premiumisation strategy in the UK – the need to establish a direct relationship with consumers at the very top end of their portfolio.

brief

Connect for growth

Pernod Ricard’ strategy in the UK had been to ensure their luxury range was available at all iconic London restaurants, bars, clubs and hotels as well as wine and spirit shops. However, to further grow their share, they wanted to engage directly with the consumers of these top end products.

strategy

Understanding the customer

We held a series of briefings with the Pernod Ricard team to understand more about their product range, the consumers and their competitors. We learned that the target segment was highly discerning, expecting not only the very best products but also the very best experiences.

solution

Tailored to engage

To create an ongoing and scalable way of engaging the audience, we created an exclusive website, ‘The House’.

Invitation only and password protected, it provided a gateway to Pernod Ricard’s high end products as well as special offers, events and experiences.

Each invitation was sent to target customers in a ‘wardrobe’ box containing a metal membership card to convey the uniqueness and luxury of The House.

proposition statement

Discover a houseful of experiences.

There’s a story. It’s about a person. And like all great stories, his begins with a quest: when you want the best, where can you find it?

Many have searched for such a place, but no one ever searched with his passion. Where he could attend international invitation-only events with interesting people to share stories and enjoy unique tastes and experiences. Somewhere that would put him in places that few people could ever dream of reaching – a little-known distillery beside a windswept brae, the tasting of a rare new blend, a discussion with a master vintner…

Does such a place truly exist? He never found it. So he created it for himself and like-minded people from all over the world.

Welcome to The House.