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Date: 2020
Client: Pernod Ricard
Building a successful Direct-to-Consumer (D2C) ecosystem for Pernod Ricard in China
Pernod Ricard, one of the worldwide leader in wine and spirits, has built a unique portfolio with more than 350 premium international brands and over 85 direct affiliates. China is one of the top markets contributing to a large share of sales, generating revenues mostly through the distribution of their products via local partners. The group mainly used a B2B model, which relied essentially on distributors and different brands' presence on marketplaces, such as JD or T-mall. To sell their products directly to the end consumers and collect additional customer data, the company has decided to implement a D2C (Direct-to-Consumer) strategy and launched Drinks&Co.
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