Speaking at a roundtable event in London today (2 September), chairman and chief executive officer of Pernod Ricard Europe, Laurent Lacassagne, told Marketing Week that the brand wants to respond to current trends by focusing its marketing efforts on female whiskey drinkers.
“Especially when it comes to malt whiskey we’re trying to gain share with female consumers,” he said.
“Flavoured whiskeys are a way for us to expand our consumer base and occasions. But it’s an important component of every brand’s strategy.”
The news comes after the company announced in June that it has restructured its marketing teams to focus on Read full story ›
Source: Marketing Week
Industry News