Pernod Ricard VP of Marketing Discusses Premium Scotch Strategy
What happened
Kristen Colonna was appointed vice president of marketing for Pernod Ricard. In a report, Colonna stated that The Glenlivet is the largest single malt Scotch brand in the U.S. at 390,000 cases. She noted that the company is recruiting consumers into the category through accessible offerings while encouraging them to trade up to premium expressions like The Glenlivet 15 and 18 Year Old.
From shankennewsdaily.com
Why it matters
Pernod Ricard views premium single malt as well positioned despite selective spending environments, citing consumer willingness to invest in quality products. The brand has expanded its accessible options, including a range of cask-finished 12-year-old malts, such as The Glenlivet 12 Year Old Jamaica Edition, which was noted as a top innovation in the category.
From shankennewsdaily.com
Who's involved
- ColonnaVice president of marketing for Pernod Ricard USA
- Pernod RicardFrench company that produces distilled beverages
Who could feel it
Possible knock-on effectsThese are possibilities Brind reasoned out, not predictions, and not advice. Most are not stated in any report.
- AvoltaSpeculative
Avolta might see increased venue operations revenue from Pernod Ricard's investment in on-premise and experiential channels.
Keep exploring
The entities involved
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Pernod Ricard
French company that produces distilled beverages
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