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Pernod Ricard to sharpen focus on premium spirits in 2025
Pernod Ricard showcased its high-end offerings at a Christmas event yesterday, with the spirits giant signalling a shift in focus towards luxury brands in 2025.
Pernod Ricard, the French wine and spirits giant, is actively prioritising its premium spirits portfolio as the company heads into 2025.
The strategy was highlighted at an intimate Christmas gathering held at Ochre, Trafalgar Square, yesterday where the company showcased its high-end offerings through carefully curated cocktails, festive masterclasses, and a touch of luxury.
Signature cocktails featuring its high-end spirits took centre stage, including The Crown Sour crafted with Royal Salute, a premium Scotch Whisky owned through Pernod Ricard’s subsidiary Chivas Brothers.
Attendees also participated in festive cocktail masterclasses, where Jameson Black Barrel was the star ingredient in a Gingerbread Whiskey Sour, a seasonal twist designed to highlight the versatility of premium offerings. These hands-on sessions demonstrated how premium spirits can be used in favourite cocktails, resonating with Pernod Ricard’s ambition to connect with discerning consumers.
Adding a layer of exclusivity, the event featured a display from Havana Club Rum, showcasing a limited-edition bottle designed in collaboration with goldsmith Jonathan Raksha. The opulent design, incorporating gold and diamond accents, once again reinforced the premium theme.
A shift in focus
Speaking at the event, Cristina Muñoz, communications manager at Chivas Brothers, highlighted the strategy for the new year: “We’re going to be focusing more on our premium offerings looking ahead to the new year because they’ve outperformed our standard offerings,” she said.
The decision to prioritise high-end spirits follows a challenging year for some of Pernod Ricard’s less premium brands.
Export restrictions to Russia, implemented in 2023, led to declining sales in certain categories, while a drop in demand from the Chinese market compounded the issue.
In the July to September 2024 first quarter the company achieved sales of €2.78 billion, an organic fall of 5.9% compared with the same period in 2023, or -8.5% in absolute terms. In contrast, the premium segment has shown resilience, offering the company a solid growth avenue.
As consumers increasingly seek out quality over quantity, premium spirits are gaining traction in both on- and off-trade channels. Pernod Ricard’s strategy appears well-suited to capitalise on this demand, with a portfolio that includes prestige brands like Royal Salute, Jameson Black Barrel, and Monkey 47.
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