Seeking Growth, Pernod Ricard Doubles Down on Media

Pam Forbus, CMO for North America, explains the spirits maker's new direction

Even prior to the pandemic, which closed bars and canceled festivals, Pernod Ricard was starting to have doubts about event-based marketing. Internal research revealed the French spirits maker behind Kahlúa, Absolut and Jameson wasn’t generating a desired return on investment.