Pernod Ricard devotes marketing budget to Jameson, Chivas and Brancott Estate

16 October, 2014

Pernod Ricard has chosen three brands – Jameson, Chivas Regal and Brancott Estate – to focus its marketing efforts on in the run-up to Christmas.

New Zealand wine brand Brancott Estate will feature in a new TV ad, Jameson will appear on billboards across the UK and Chivas Regal is the subject of a new campaign backed by Oscar-nominated actor Chiwetel Ejiofor.

Marketing director Patrick Venning said: “It is vital that we invest to create engaging and inspiring marketing campaigns like this for our brands, as we are absolutely committed to driving growth within the premium wine and spirits categories for our customers.

“Consumers vote with their feet and our marketing campaigns aim to drive demand and awareness in and outside the realms of the store or venue. The right approach for us is to look at the essence of each brand and ensure they truly resonate with customers and build brand loyalty for our brands.”

Pernod Ricard made a similar announcement last year, when it decided its market budget would be devoted to Jameson, Chivas Regal and Spanish wine brand Campo Viejo.

Brancott Estate now comes to the fore as new range Terroir Series hits shelves. The range includes a Sauvignon Blanc 2013 (rrp £12.49) and Pinot Noir 2013 (rrp £14.49).

The new Jameson campaign includes a website where people share stories about “how great craftmen work today” and is backed by print and billboard ads.

Chivas Regal will also see the launch of a new campaign called The Venture, a global search for promising social entrepreneurs whose businesses use enterprise “as a force for good”.

Ejiofor, star of 12 Years a Slave, has been involved by fronting a series of ads and short films introducing the stories of social entrepreneurs from around the world. 




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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