Home' National Liquor News : NLN FEB 2018 Contents NATIONAL LIQUOR NEWS FEBRUARY 2018 | 89
BRIAN FRY, MANAGING DIRECTOR
PERNOD RICARD AUSTRALIA
WHAT WERE THE HIGHLIGHTS
FOR PERNOD RICARD AUSTRALIA
It has been a big year. We’ve seen strong success
across our portfolio, activations and through
The year was filled with highlights, too many
to name, but some of the most notable include
G.H. Mumm’s partnership of the Melbourne
Cup Carnival, which featured a 59-foot yacht
in the Marquee, becoming the number one
rosé in Australia with Jacob’s Creek Le Petit
Rosé, and the launch of Jacob’s Creek Prosecco
Spritz, which is already showing great promise.
We also continued to expand partnerships
with retail and trade customers to deliver
unique experiences to consumers.
WHAT WERE THE MAJOR
CHALLENGES FACED BY
PERNOD RICARD IN 2017?
Our industry is fast moving and it can be
a challenging environment to constantly
meet evolving consumer needs and deliver
competitive market prices. It’s important for
businesses to be agile and move with speed
to market when launching new products,
innovations and experiences.
WHAT DO YOU SEE AS THE MAJOR
OPPORTUNITIES FOR PERNOD
RICARD IN 2018?
Looking at our positive economy, we’ll focus
on increasing premiumisation opportunities,
as well as lifting market prices to help absorb
the increasing cost base for raw materials and
continued excise in tax increases.
Other major opportunities include tapping
into consumer trends, expanding e-commerce
platforms and taking Champagne to more
consumers across Australia. We will also drive
our NPDs and expand their presence, continue
to build strong partnerships with customers
and create world leading activations across our
WHAT DO YOU SEE AS THE BIG
TRENDS FOR 2018?
Trends for the year ahead are focused on
key themes of health and wellbeing, female
consumers and providing products to suit
every meal occasion. We’ll be bringing this to
life across our wine, spirits and Champagne
portfolio, a few examples that already speak to
this include Jacob’s Creek Le Petit Rosé and our
recent launch of Jacob’s Creek Prosecco Spritz.
HOW WILL YOU ENGAGE THE
TRADE TO DRIVE SALES IN 2018?
We will continue to push the boundaries in
innovation to add value to our retail partner
categories, build unique activations for our
brands in trade and enhance consumer shopper
experiences. We’ll focus on expanding our
channel offerings to raise the bar in how we
talk to and engage with shoppers, driving
e-commerce platforms and working with our
retail partners to develop bespoke content
for customers. Collaborating with our trade
partners, we’ll also focus on creating complete
shopper journeys from start to finish, through
innovation, point of purchase and consumer
offerings to training and developing our team
to be valuable resources and ambassadors.
WHAT IS YOUR KEY MESSAGE
TO THE TRADE?
Together we need to continue to challenge
existing norms, evolve the way we work to
maintain relevance with our ever-evolving
shopper needs and build greater loyalty
through better customer service.
WHAT WERE SOME OF MOST
SUCCESSFUL BRAND ACTIVATIONS
FOR PERNOD IN 2017?
The past 12 months were incredibly positive.
We’ve seen strong results supported by key
events and experiences, including:
• G.H. Mumm’s partnership with the
Melbourne Cup Carnival.
• Jacob’s Creek Australian Open and our Prosecco
Spritz activation at Splendour in the Grass.
• Jameson’s sponsorship of St Jerome’s
• Perrier Jouët’s ‘Garden of Wonder’ event to
launch Blanc de Blancs
• The Stoneleigh House activation in
Melbourne to drive awareness of the ‘Wonder
of Nature’ campaign.
HAS PERNOD BEEN TARGETING
WITH NPD IN 2017?
Absolutely, we are always looking at consumer
demographics and where new opportunities exist
across wine, spirits and Champagne. This year
we re-invigorated George Wyndham, bringing his
legacy back to life with I AM GEORGE targeting
culture seekers who have a passion for wine and
are driven by discovery. Other NPD examples
that speak to different demographics include
Jacob’s Creek Le Petit Rosé catering to female
consumers, Jacob’s Creek Prosecco Spritz and
from a spirits perspective Jameson Caskmates
Young Henry’s edition and Absolut Lime.
CAN YOU TELL ME ABOUT
THE GRADUATE AMBASSADOR
PROGRAM AND ITS BENEFITS TO
The graduate program was established in
2015 and has seen more than 20 graduates
from across 14 countries take part, gaining
industry recognised qualifications, experiencing
global vintages, building marketing, sales and
communication knowledge as well being a wine
ambassador in market for up to two years.
Our world-class program gives wine
enthusiasts a unique opportunity to kick start
their career in the wine industry, working all
over the world. They also get a real taste of our
business and what drives our team, our passion
for wine, an entrepreneurial spirit and moments
Links Archive NLN DEC 2017 NLN MAR 2018 Navigation Previous Page Next Page