rd is re-focusing its strategy in the UK, as it aims to solidify its position as the second largest spirits company Britain.The division will be working on its Chivas and Jameson whiskey brands and its Campo Viejo wine brand to help them differentiate from other competing brands. The on-trade will prosper from a renewed strategy, although off-trade activity will increase.
“The strategy needed to be refined and modified, so our aim now is to help shape the country's drinking experiences. In the past, we as an industry strayed a bit too close to volume matters. Today, I'm keen to look at the overall drinking experience. Alcohol is only one element of that experience.” said Pernod Ricard UK's MD, Denis O'Flynn.
Chivas, Jameson and Campo Viejo will be the focus for 40% of the units A&P stand for the next five years. However, flavoured rum brand Malibu is the arm's largest margin provider and will be the priority brand.
Late last month, Pernod reported a 9% drop in group net sales in its first quarter although sales in Western Europe increased by 2%.
