On January 25, Pernod Ricard held a conference dedicated to the launch of its new bottle that took place at the independent art gallery “La Maison Rouge” in Paris. The event that was organized in the format of exhibition was dedicated to the theme of innovation. During the conference, the brand familiarised the guests with the product range it plans to launch in 2011 that includes about 20 titles.

Also, the group provided information on the success it attained in 2010.  Popsop.com reported back in 2010 on the introduction of a new vodka by Pernod Ricard called Absolute Elyx, as well as ABSOLUT Wild Tea, ABSOLUT Watkins and other products.

Image: www.pernod-ricard.com

In 2010, the brand performed a great deal of work on introduction of the new packaging, limited editions and exceptional point of sale objects. One of the projects that falls into this category was showcased by Popsop in 2010—Jean Nouvel’s Amber Lamp for Martell Cognac.

Also, speaking of the innovation introduced by Pernod Ricard in 2010, it is to mention that the group developed new digital communication campaigns such as Ballantine’s live music website elPlanB.tv, with the participation of star producer Carlos Jean, Havana Club’s brand new Nothing Compares to Havana films on YouTube, as well as the new Kahlúa Delicioso campaign featuring Mexican actress Ana de Reguera.

A part of the conference was dedicated to the newly-unveiled signature of the brand— “Créateurs de Convivialité”. The group markets itself as «creators of conviviality» and intends to determine the extent to which innovation, especially marketing innovation, is at the core of its premiumisation strategy. In course of this, the brand set a number of tasks for the near future including enriching the experience of the brands concerned, increasing consumption opportunities and targeting specific consumers.

Pierre Pringuet, Pernod Ricard’s CEO, says: “Innovation is now, more than ever before, at the heart of the Pernod Ricard model. First of all, because its decentralised organisation favours individual decision-making at the level closest to consumers and secondly, because innovation accelerates growth: it is one of the drivers of our premiumisation strategy.”