Trendspotting to Top Shelf: Inside Pernod Ricard’s Premiumisation Playbook
[PARTNERED]
What does it take to build a premium brand that lasts decades and transcends borders? In this episode, host Sarthak sits down with Jean-Etienne Gourgues, Executive Vice President, Global Brands at Pernod Ricard and Chairman & CEO at Chivas Brothers to unpack the “seduction of the senses” behind some of the world’s most iconic spirits.
From unique, timeless storytelling formats to decoding some of the latest consumer and market trends in India and across the globe and highlighting India’s strategic role as the company’s second-largest market, Jean-Etienne offers behind-the-scenes insights into how the company’s legacy of premiumization and innovation ensures its brands continue to stand out in a highly competitive industry.
Chapters 00:00 – Introduction & Sensory Upbringing
01:45 – Pernod Ricard’s Core Philosophy
03:15 – Jameson: Culture Meets Global Appeal
05:00 – Absolut Vodka: Power of Consistency
06:45 – Digital Shift & Absolut Tabasco Launch
08:30 – Timeless vs Timely Content
10:15 – India’s Premiumization Shift
12:00 – Indian Whisky vs Global Styles
13:45 – India as a Key Market
15:15 – Localized Storytelling at Scale
16:45 – Beyond Trends: Personal Discovery
18:15 – The Craft of a Master Blender
19:45 – Rise of Hyper-Personalization
21:15 – Building Brand Communities
22:45 – Conclusion: An Integrated Life
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