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What's New to TheStreet... 🍸 Pernod Ricard Faces Hurdles Ahead 🍸 The maker of Absolut Vodka, Pernod Ricard, anticipates ongoing challenges in the U.S. and China. While they expect sales to return to growth by fiscal 2025, the first three months are predicted to be sluggish. 📉🌍 How do you think these challenges will impact the global spirits market? Share below!👇🏻 👉🏻Follow New To The Street for more! #absolutvodka #market #challenges #innovation #businessupdate #businessnews #business #news #newtothestreet

What's New to TheStreet... 🍸 Pernod Ricard Faces Hurdles Ahead 🍸 The maker of Absolut Vodka, Pernod Ricard, anticipates ongoing challenges in the U.S. and China. While they expect sales to return to growth by fiscal 2025, the first three months are predicted to be sluggish. 📉🌍 How do you think these challenges will impact the global spirits market? Share below!👇🏻 👉🏻Follow New To The Street for more! #absolutvodka #market #challenges #innovation #businessupdate #businessnews #business #news #newtothestreet

🥃 Chivas Brothers, the Scotch whisky arm of Pernod Ricard, closes FY24 with impressive results! 💼 Despite a 1.6% dip in net sales, the second half of the year saw a strong recovery 🚀, thanks to the success of their premiumisation strategy. Iconic brands like Royal Salute 💎 and Ballantine’s are leading the charge in global markets 🌍, with Royal Salute hitting a historic high in net sales (+5%). Beyond business, Chivas Brothers is also committed to sustainability 🌱, reducing carbon emissions by 24% since 2018, and investing in new whisky distilleries to meet global demand. Find out more: https://bit.ly/4gbjJIl #ChivasBrothers #PremiumWhisky #ScotchWhisky #Sustainability #LuxurySpirits #WhiskyLovers

Consumers need for convenience continues to grow and at Pernod Ricard developing consumer centric propositions is at the core of what we do such as bringing two powerhouse brands together to make the product intuitive and credible.

DAY 2 - Summary and key takeouts from the Spirits Strategies & Innovation Conference 2024 Trends in key spirit categories - Paul Thomas from Suntory Global Spirits took us on a whirlwind tour of headwinds and pressures on the industry before looking to the ‘bright side of life’. His 4 summary points were: - Support the on-premise to create experiences where spirit categories can be at the centre of them - Lose the either/or mentality! From the rise in no/low to embracing growth in categories such as tequila – multiple things can grow at once - Stay true to the quality brands you represent – keep investing in them and believe in the staying power of your categories - Embrace tomorrow – culture and consumers are changing – deeply understand your consumers and the occasions they drink in to be set up for success How to build a community of thriving fans - Greg Klingaman from AnyRoad shared how to utilize distilleries/brand homes to drive consumer engagement - Co-run RSVP events with the on-trade – if consumers pay for events they are more bought into the process and will enjoy it more (proven BeSci principle) - Monetise your consumer data – don’t just collect primary data (names, emails) but collect behaviours, attitudes etc., then use this to target your community - Consumers want to spend more time with less brands – set up a membership event that consumers can buy into for exclusive, ‘money-can’t-buy’ things – meet the founder, limited edition runs, unique experiences etc. - he gave Lieper’s Fork as a case study of how it has proven monetary value   Rona mae Stewart from The Exploration Company also gave a super interesting session on how different sectors (including BWS) are going to utilize conditions in space to experiment (e.g.) germination/growing conditions (hops), the impact on angels share and flavour profiles of Bourbon Whisky, and understand 3-D cancer cell growth in a zero-gravity condition (vs. 2-D petri-dish possible on Earth). It was literally out of this world ;) We also heard about the start-up journey of El Rayo Tequila by Tom Bishop - how they began with a 3-month immersive discovery of Mexico and Tequila before looking at several phases of investment for growth, how they utilised sales growth from Amazon to win listings with John Lewis, Selfridges and subsequently Sainsbury's. El Rayo is a modern take on Tequila that reflects the 'real' Mexico and is made easy via a simple Tequila & Tonic serve 'spirits24

Suntory Sales Up 3.5% Despite Challenging Environment in the US: How the Brand Is Thriving. Rupert Hohwieler, Suntory Holdings Limited,Toru Miyanaga #Suntory #SalesGrowth #SpiritsIndustry #USMarket #BusinessResilience #BrandStrategy #MarketTrends #PremiumSpirits #SpiritsInnovation #IndustrySuccess

It's rare to see a public showcase of Mental Availability showing results (others use proxies!) Apreol grows sales volumes by +9.6% in one year by successfully leveraging Category Entry Points in brand growth. Key takeaways: - Campari Group identified multiple CEPs in the Spirits category, realising Aperol was strongly linked to "summer chilling" but less so to other occasions. - They strategically expanded Aperol's mental availability by connecting it to a new CEP: "Winter Apres Ski and similar moments." 🏔️❄️ - This approach aligns with the CEP strategy of building wider, fresher memory networks for the brand, increasing the likelihood of Aperol being mentally available in more buying situations. - The result? Aperol is now taking ownership of the 'Aperitivo occasion' across Europe, not just in summer. If you want to measure Mental Availability and Category Entry Points for your brand, send me a DM and let's work together.

Aperol grows by increasing its mental availability. +9.6% vol. in 2023! This case is a great example of the Marketing theory about how brands grow, developed by Pr Byron Sharp from Ehrenberg-Bass Institute (that all marketers should be aware of!) Campari Group identified the different category entry points of Spirits category. They observed that Aperol was well connected to summer chilling occasion, but probably less to other drinking occasions. They decided to connect to another relevant category entry point : Winter Apres Ski and similar moments. Julka Villa, group head of marketing at Campari Group, said shifting Aperol’s appeal beyond the summer months as a year-round drink, achieved through presenting it in après­-ski-style settings and the winter season, played a large part in the brand “taking ownership” of the ‘Aperitivo occasion’ in Europe. The brand’s bottle being visible nearly everywhere has certainly helped its cause – from summer rooftops to ski slopes and sporting events – and Campari Group’s decision to significantly boost production capabilities is a warning sign to the chasing pack below that it’s only going to get bigger. Volumes sales 2023: 9.6m vs 2022: 8.8m !! Diageo Campari Group Pernod Ricard Suntory Global Spirits The HEINEKEN Company Molson Coors Beverage Company AB InBev Carlsberg Group

Aperol grows by increasing its mental availability. +9.6% vol. in 2023! This case is a great example of the Marketing theory about how brands grow, developed by Pr Byron Sharp from Ehrenberg-Bass Institute (that all marketers should be aware of!) Campari Group identified the different category entry points of Spirits category. They observed that Aperol was well connected to summer chilling occasion, but probably less to other drinking occasions. They decided to connect to another relevant category entry point : Winter Apres Ski and similar moments. Julka Villa, group head of marketing at Campari Group, said shifting Aperol’s appeal beyond the summer months as a year-round drink, achieved through presenting it in après­-ski-style settings and the winter season, played a large part in the brand “taking ownership” of the ‘Aperitivo occasion’ in Europe. The brand’s bottle being visible nearly everywhere has certainly helped its cause – from summer rooftops to ski slopes and sporting events – and Campari Group’s decision to significantly boost production capabilities is a warning sign to the chasing pack below that it’s only going to get bigger. Volumes sales 2023: 9.6m vs 2022: 8.8m !! Diageo Campari Group Pernod Ricard Suntory Global Spirits The HEINEKEN CompanyMolson Coors Beverage Company AB InBev Carlsberg Group