The Tasting Panel magazine

Pernod Ricard has devised a strategy to re-position Jameson—literally—on retail shelves and back bars. This includes encour- aging retailers and bar managers to shift Irish whiskey from the blended scotch shelf and move it closer to the North American whiskies, which share the same consumer segment. For the off-premise channel, Pernod Ricard is helping merchants create larger category displays that will help Jameson stay visible. As Whitney Repp puts it: "Jameson is cruis- ing on-premise." Malibu: A Mindset of Its Own "Malibu is a brand that's associated with beaches, vacation, relaxation, and we are focused on mak- ing sure Malibu stays an important part of that mindset," says Walker- wicz. Another brand with enormous recognition among consumers, Malibu shows strong on-premise performance. As Walker- wicz puts it: "Malibu is in the powerhouse category as far as on-premise brands go." Warm weather is the perfect time for Malibu. "Malibu peaks in the sum- mer," notes Eric Dopkins, "It's 'beachy' and mixable, and the coconut fl avor is the leader." The brand also boasts Passion Fruit, Mango, Tropi- cal Banana, Pineapple and the new Island Melon expressions, all of which offer exotic enticement with an island vibe. In keeping with the fun-on-the-beach theme, and as part of Malibu's MOD (Mal- ibu Occasions and Destinations) initiative, the company just launched a partnership with AVP, the Associations of Volleyball Professionals, to make Malibu the offi cial spirit of the popular sport. Consumers can expect to see Malibu beachside at AVP's West Coast tournaments. "It's a great fi t," says Dopkins. But Malibu's "Get Your Island On" cam- paign continues throughout the year, bring- ing the beach to the off-premise consumer regardless of the season. "Malibu can create that summer state of mind," notes Whitney Repp, "whether it's the middle of July or the middle of January. With a Malibu cocktail— especially with our new fl avor, Malibu Island Melon—consumers can close their eyes in winter and imagine that they're at a beach somewhere." The Beauty of Diversity With its something-for-everybody portfo- lio, Pernod Ricard has appeal across a wide demographic of both age and taste. Whit- ney Repp remarks, "We're coming out with more approachable, sessionable cocktails for Kahlúa that make the brand more attractive to a younger consumer." One example is Kahlúa and club soda on the rocks, served in a tall glass; "it tastes like a refreshing sparkling iced coffee," offers Repp. "It's easy to see Kahlúa as an after-din- ner drink," adds Walkerwicz, "but these new drinks give people the opportunity to con- sume Kahlúa at other occasions." Chivas Regal is another long-standing brand for which Pernod Ricard is redou- bling efforts. The newer 18 Year Old expression stands beside the core 12 Year Old blended scotch, sporting a rich gold package that exudes class. "With the 18 Year Old, we're going to change younger consumers' perception about the Chivas brand," says Repp. The Glenlivet, Pernod Ricard's market-leading single malt, commands 35 percent of this impor- tant category. "The brand defi nes the Speyside style," according to Repp. But Pernod Ricard has leveraged The Glenlivet's already strong position by introducing line exten- sions over the years, so that there is now a full range of single malts under The Glenlivet label. This allows the company to keep consumers loyal to the brand as they trade Cover Story Pernod Ricard's portfolio has appeal across a wide demographic of both age and taste. Sexy new Beefeater 24 revivifi es the gin category. 32 / the tasting panel / july 2009

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