Beer & Spirits

Seeking Growth, Pernod Ricard Doubles Down on Media

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

a bottle of vodka and whisky side by side on a smartphone — Pernod Ricard's U.S. sales grew 16% in the year ending June 30, 2021.Adweek; Pernord Ricard

By Paul Hiebert

January 10, 2022

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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.

Paul Hiebert

Paul Hiebert is Adweek's senior reporter covering CPG companies and the broader business of commerce.

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