Strategy

Pernod Ricard USA’s success is built on a solid strategy focused on generating value and outperforming the competition. The company aims to perform better than its peer group by ensuring that its premium brands excel in their respective categories. This requires Pernod Ricard USA to retain and expand relationships with consumers already loyal to its brands, as well as to attract new consumers. Key strategic levers include:

  • A sharp focus on – and strong investment in – such leading brands as ABSOLUT, Jameson, Malibu, Chivas Regal, The Glenlivet, Kahlúa and Perrier-Jouët.
  • An in-depth knowledge of consumer behavior and trends, enabling the development and deployment of disruptive messages at key points of contact, as well as breakthrough innovation.
  • A powerful route to market based on collaborative, mutually beneficial relationships with trade customers and impactful activation programs at both on-and off-premise accounts.
  • Development, retention and recruitment of dynamic people.

 


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