US. Pernod Ricard has completed a full year of revitalising the ex-Seagram brands, with new duty free concepts and fresh attention to detail. This clearly had an impact in the trade response at the Duty Free Show of the Americas last week.
Pernod Ricard World Trade has done a lot of work over the past year in finding new ways of personalising the brands’ point of sale into smaller and different configurations for duty free. Product highlights on show were the Chivas Regal two x 50cl 12 year old and 18 year old pack, which enters distribution in the Americas at the end of this month. Glenlivet single malt continues its strength in the region and was presented in the new four x 20cl pack which combines 12 year old, 15 year old, 18 year old and 21 year old. A Jameson two x 50cl twin-pack, combining standard and 12 year old also got a good reception at the show.
“These initiatives are often about price points, not just size,” commented PRWT marketing director James Clarke. “For example the new Chivas pack taps into the gifting market but it also gets people to taste the 18 year old.”
If nothing else the Orlando show demonstrated that former-Seagram brands Chivas and Martell have been given a chance to come into their own again, with a step up in branding.
PRWT said it had an excellent response to its new point of sale initiatives for not only Chivas Regal but also Martell, Wild Turkey, Royal Salute and Jameson, which was represented in meetings.
Contact James Clarke at james_clarke@pernod-ricard-wt.com or for the Americas Drew DeSarno Pernod Ricard USA director of marketing for duty free Americas and Caribbean at ddesarno@pernod-ricard-usa.com
