Seeking Growth, Pernod Ricard Doubles Down on Media

Even prior to the pandemic, which closed bars and canceled festivals, Pernod Ricard was starting to have doubts about event-based marketing. Internal research revealed the French spirits maker behind Kahl?a, Absolut and Jameson wasn’t generating a desired return on investment. A better way to boost sales, it concluded, was to broaden its reach and get…
Even prior to the pandemic, which closed bars and canceled festivals, Pernod Ricard was starting to have doubts about event-based marketing. Internal research revealed the French spirits maker behind Kahl?a, Absolut and Jameson wasn’t generating a desired return on investment. A better way to boost sales, it concluded, was to broaden its reach and get…