The relevant innovation, added to marketing investments, are promoting sustainable value of the long -term brands of Pernod Ricard. This has been pointed out by the company’s CEO, Alexandre Ricard, during the last presentation of results, in which he has defended the importance of connecting novelties with users.

“Consumers like novelty. But they don’t like novelty alone“Ricard said during the session.”They like the relevant novelty or the one that connects them. And I think this is what we are doing from the point of view of the brand and the new brand proposal”

Moreover, he believes that the Pernod Ricard innovation line this year is probably the strongest to date. He assures that he responds to the changing needs of consumers and that is mainly centered on experiences, self -expression and convenience. This is what Alexandre Ricard has defined as “relevant novelty.”

It refers, to a large extent, to the launches that the company has carried out throughout the last year based on strategies such as alliances, associations or co-brinking. Also in innovation supported by consumer trends such as beverages with the lowest proportion of alcohol (low alcohol), functional drinks or combinations ready to drink (Ready-to-Drink, RTD, for its acronym in English).

During the company’s presentation, Ricard cited several examples to illustrate these approaches. One of them is the range of cocktails ready to take the result of the collaboration between Absolut and the Ocean Spray brand, promoted in 2023 and that has expanded more flavors throughout the last year.

This initiative would combine the alliance between brands, innovation in format and relevance, since as the company indicated a few months ago, the mixture of vodka and blueberry juice has always been a common option among consumers. “Vodka Absolut and blueberry juice Ocean Spray have been enjoyed together for a long time in bars and homes throughout the country”, Said Natalie Accari, vice president of RTD and convenience of Pernod Ricard United States.”We are pleased to offer our consumers this appreciated classic cocktail of two leading brands in a new and practical format”

Ricard also quotes the case of Kahlúa, the Mexican Café Liquor brand, which in August of this year announced collaboration with the Dunkin Donuts brand to launch Kahlúa Dunkin, a caramel cream liquor. The movement highlights, again, Pernod Ricard’s commitment to co-brinking and alliances.

Also, Pernod Ricard has also established itself in some of the trends that have shaken the beverage industry in recent years, including the search for alcohol without alcohol by consumers. Thus, he has launched in Germany and Austria the Aperitas Aperitia variety 0.0% of the Italian Liquor Ramazzotti, in what is the first alcohol without alcohol for the company’s snacks.

In addition, Pernod Ricard has been working on the relevance of its brand through its link to sport, entertainment and culture. At the end of last year, Jameson whiskey established an agreement with Major League Soccer to sponsor the American football competition. For his part, Chivas Regal also launched an agreement with the Ferrari Formula 1 team, and has signed the pilot Charles Leclerc as a global ambassador.

Although Pernod Ricard has reported a decrease of -3% in total sales -mainly for the performance of the Chinese market and the impact of US tariffs -, the company will maintain its strategy. “We will definitely continue to invest to increase the attractiveness of our brands with an allocation to advertising and promotion with a budget of 16% of sales”