In the wake of its two-per-cent rise in organic sales to €8.6 billion, Pernod Ricard has singled out the UK as the most “remarkable” EU market, where it grew in terms of volume by ten percent, thedrinksbusiness.com reports.
The company achieved a 14-per-cent increase in value in the Britain. The nation’s spirits market grew by three per cent during the period.
“Absolut, Jameson, Malibu, Campo Viejo, and Brancott Estate” were the driving brands behind the successful performance, Pernod Ricard UK managing director Denis O’Flynn said.
“Performance in the UK has been very strong. The strategy we adopted was structured on the idea of shaping the way the nation drinks,” he added.
“What we are trying to get to is that we need to do more than promote the product but focus on occasions – the shaping of the whole conversation of where and how our products are consumed.”
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
