LIQUOR: Pernod Ricard talks up its return to Orlando

Pernod Ricard World Trade (PRWT) will once again have a strong presence at this year’s IAADFS show where it will be showcasing its latest marketing initiatives for the company’s strategic brands. PRWT marketing director James Clarke commented: “The travel retail strategy that we implemented following the acquisition of selected Seagram brands last year has started to bear fruit, particularly in relation to Chivas Regal and Martell, both of which have a high profile in the Americas. For 2003 we shall focus on securing enhanced instore visibility for the newly-integrated portfolio, and our presence at IAADFS will demonstrate our commitment to travel retail in the Americas.”

Pernod Ricard’s strategy for Chivas Regal in the Americas includes new merchandising units to increase instore brand presence. These have recently been installed at New York JFK airport Terminals 3 and 7 and Vancouver and further units are planned for key North American airports such as Chicago and Los Angeles. A new exclusive travel retail gift pack, comprising two 50cl bottles of Chivas Regal 12 and 18 year old, will also be launched during 2003. PRWT said this combination will encourage consumers to trial Chivas Regal 18 year old.

Wyborowa’s new positioning is due to be unveiled in May, which will reinforce its heritage as an authentic premium vodka produced in the original birthplace of vodka. This year’s initiatives for the Americas include an on-pack shot glass, which will be available throughout North America, and a three-bottle gift pack, available at the Canadian border.

This year, the Americas will be a key focus for Jacob’s Creek, the leading Australian bottled wine brand, utilising the higher end references such as the Reserves and Limited Release products. A new merchandising format has been developed for Jacob’s Creek and will be on display at the show.

The major development for single malts within the Americas market will be the launch of a travel retail exclusive four-bottle gift pack of The Glenlivet. The pack will feature a combination of The Glenlivet 12, 15, 18 and 21 year old (all 20cl). This merchandising package is aimed at maintaining The Glenlivet’s position as the number one Malt whisky in the US (based on Impact data).

PRWT has also redesigned the merchandising concept for Wild Turkey and a new wall fixture display unit will shortly be installed at JFK Terminal 7. The company will also display the co-branded merchandising scheme for its two Irish whiskeys, Jameson and Bushmills, at IAADFS. This includes a wall fixture unit that is planned for key airport locations in the region. Other themed instore activity is being programmed for Jameson to help celebrate St Patrick’s Day in March. Tastings and other promotional activity will be supported by new POS items, including posters, shelf-strips and cubed product displays, designed specifically for the travel retail channel.

“The Americas are a key plank to Pernod Ricard’s travel retail strategy. We are delighted to be back at IAADFS as it provides an excellent opportunity to update our trade partners on progress with our strategic brands”, said Clarke.

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