We helped Pernod Ricard understand Chinese values and consumer segments for a new value whisky.
The challenge
Pernod Ricard needed to find the core segment within China’s diverse middle class that would like the whisky’s flavour and adopt the brand as part of their lifestyle.
Our approach
Focus groups and ethnographic visits to drinking occasions built a clear picture of Chinese drinking behaviour and patterns across target audiences.
The result
Drivers of product appeal and directions for future product and communication design.
44%growth in Pernod Ricard China sales, 2020 to 2021
Brand-wide figures reflect the client’s overall performance, not this project alone.
