Hlukani Pinto of Pernod Ricard tells of how the premium brand is set to make waves in Africa with the new premiumisation approach which is tailor made for mobile-first customers. Contributing to strategy development in Sub-Saharan Africa, this approach makes sure that marketing companies and brands are aligned, monitoring and evaluating, as well as building and maintaining relationships across the business.
Officially established in 1975, Pernod Ricard began with the merger of two French anise based companies, Pernod, which was founded in 1805 and Ricard which was founded in 1932. They have over 100 production sites globally and employ over 18,000 people. While the business has been running globally since 1975, operations in Africa began only in 2011, with the exception of South Africa, where operations began in 1994.
With a young, growing population, the African consumer is one that has a taste for luxury. With a huge sense of country pride, their tastes are reflected in their daily lives, from what they wear and the language they speak down to the food they eat and the music they listen to. This is why Pernod Ricard’s prime business focus has been to target sustainable growth through the setting up of international brands and the high-end strategy, premiumisation.
Keeping sustainability at the forefront, Pernod Ricard has created artfully designed spaces that offer an immersive customer experience. When it comes to marketing their brand, Pernod Ricard believes their consumer to be a part of their vision and aims to cater to all types of clients. They believe in the likeness that exists among people and strive to learn from their existing consumers in UK, US and South Africa. With their main goal being to connect with their customers, digital is at the core of all that they do and plays a vital role in their business strategy.