The commitment was made by chief executive Pierre Pringuet at a conference and exhibition staged by the French-based spirits giant at a Paris art gallery to highlight recent and forthcoming innovations.
The first major move for 2011 is a redesign for the Ricard pastis brand – the first for the product since 1932.
The company’s UK arm has released a limited-edition St Patrick’s Day Jameson bottle and rolled out a special Absolut Brilliance pack across multiple grocers. A super-premium version called Absolut Elyx was released in Canada, Greece and Mexico last autumn and could roll out to other markets in 2011.
Absolut has also released a Wild Tea flavour in the US and Absolut Watkins – a coffee version with bottle design by fashion artist Liselotte Watkins – in travel retail.
New digital activity includes a live music website for Ballantine’s Scotch whisky and a You Tube campaign for Havana Club’s Nothing compares to Havana campaign.
Pringuet said: “Innovation is now, more than ever, at the heart of Pernod Ricard.
“The company’s decentralised organisation favours decision-making at the level closest to consumers. “Innovation is one of the drivers of our premiumisation strategy.”