The word alcohol derives from Arabic al-kuhul and is applied to the many members of the family of alcohols. Beverage alcohol has a well-established place in the global economy. The industry is usually defined in terms of a value chain centered on the actual production of the alcoholic beverages. The significant economic activities involved in the production and distribution of beer, wine and spirits generate considerable employment and provide an important source of tax revenue for many governments. The relationship between beverage alcohol and public health has been studied extensively for more than a century, and continues to be of interest to governments, public health professionals, the public at large, as well as a central issue for the beverage alcohol industry. In this globalized context, how has an intensive marketing policy contributed to the success of the Pernod Ricard group? What are the major marketing strategies differences between the three selected countries (Spain, U.S, and China)?
[...] Havana: With a growth rate superior to 20% in 2006 Havana became the 34th international brand of Premium spirit. It is now seen by the international professional press as one of the more dynamic and promising brand of the market. The integration of Allied Domecq modified significantly Pernod Ricard Europe's competitive position. The Group's European subsidiary is now able to consolidate its leadership on many market such as Spain thanks to the development of some brand/market combinations mainly Beefeater and Malibu. [...]
[...] those markets targeted. PERNOD RICARD SPAIN IMPLEMENTATION Spain analysis Politico Legal The minimum legal age to purchase alcohol is 18 years old Over 11 p.m it is forbidden to purchase alcohol except in bars, restaurants . Concerning advertising: o There is an obligation to put on ads: Bebe con moderacion. Es tu responsabilidad o There are restrictions concerning advertising of alcoholic beverages depending on channels of communications TV Radio Press Posters Spirits Forbidden Limited Limited Authorized Wines Authorized Limited Authorized Authorized Beer Limited Limited Limited Authorized Economic The alcohol market constitutes the 2nd segment in the Spanish food industry. [...]
[...] Even if, the firm was among the major players on the global market, the group was not yet, among the top in the US market. In 2005, they finally succeed to enter the top 4 in the US market, in purchasing Allied Domecq (English company). These acquisitions firstly permitted the group to enter a market really different from the European one (demography, competition), to develop quickly (distribution channel), and then to use the recognition to develop their brands. After this merger with Allied Domecq, Pernod Ricard reached the critical size in order to be considered as a leader in the US market, where they proposed a fully- diversified portfolio, which reaches all the different segments of the whole market . [...]
[...] Distilled spirit is the primary beverage of choice for men, accounting for more than one-third of all drinks consumed. Women consuming more wine and beer than other beverages The male, female and total drinking rates were and respectively. More than half of male drinkers and of female drinkers used alcohol once a week or less. More than of male drinkers and of female drinkers drank once a day or more. The males reported a greater amount of alcohol consumed per session. [...]
[...] From Tradition to Premiumization In China the importance of bottle” is still on mind. People, when they invite gests put strive to choose the prestigious bottle in order to get exterior social acknowledge. In another words, alcohol provide a real statement (both hosts and gests). Moreover, Cognac traditionally used to prepare Chinese meals but the last decades, it moves from the kitchen to elegant buffet and chic cocktails. Another phenomena bloomed up about ten years ago, that could sum up as the “youth occidentalization”. [...]
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