Pernod Ricard changes to grow in Brazil

The French multinational Pernod Ricard is developing a new job of positioning their main premium brand, the Absolut Vodka. The focus of this work is in the launch of the campaign "Transform Today", which invites people getting out of the conventional in the creative process. The project was developed in partnership with the Brazilian cartoonist RafaelGrampá, besides multi French artist Woodkid, the current digital artist and Creative Director of Google, Aaron Dr. Koblin, and French designer Yqing
Yin. Movies for TV and other media are in the air this month.
The goal of the new positioning reinforces the concept of the brand, which ranks among the most innovative companies, according to Forbes, and is connected also with vodka sales in the global market. In the case of Brazil, the project will have an even greater reason, says Raphael Souza, grouper from the premium brands of Pernod Ricard. The country is one of the five most important markets for the Absolut in the world. This way, every ten vodkas imported, eight are of the brand. The premium vodka market in Brazil grew by over 15% in the past year and moves about $ 147 million per year.
In front of industry leaders, figures the objective of the brand is to make Brazil his second consumer market. "Despite being a global campaign, we chose the development and launch of ' Transform Today in Brazil and in the United States. That's because the country is an important market for the company and we want to increase more and more consumer loyalty to our brand of vodka.
We have the leadership in the segment of 20 to 35 years, but we want to increase the brand experience because the consumption of vodka is still small in the country ", says Souza. One of the paths to the brand experience to which he referred are actions that happen only in Brazil. Among them, the Absolut Inn, the first space trademark owner, in Pinheiros, in São Paulo. Is the first public space of the brand that brings together art, gastronomy, fashion and music.
"The importance of the Brazilian market for Absolut is confirmed with the creation of space, that after a period of operation for experimentation, returns definitively and will host the first public brand Embassy in
World ", says Souza. Another company that is investing in the Brazilian market, keeping an eye on increased consumption of special marks around here, is the Campari Group, which announced an investment of $ 43 million on Bourbon distillery Wild
Turkey, in the United States.
With the investment, the company will meet the growing market demand for distillates in the world. The drink is now arriving in Brazil and will be sold at suggested retail price of $ 85.