Owner of Absolut and Jameson launches "secret" website to sell drinks

Quietly, one of the most traditional manufacturers of drinks in the world, Pernod Ricard, owner of brands like Absolut vodka and Jameson whiskey, if launched at retail in Brazil. Since the beginning of the year the company is operating the site Drinks Co, which in addition to & sell directly to Brazilian consumers their drinks, also offers tips on how to set up a bar at home, what utensils to use and gives recipes for drinks and food matching suggestions . Sell directly to the final consumer is an opportunity and a defense for the company that made 9 billion euros last year (about 40 billion dollars). On the other hand, is a way to stimulate the consumer to know and venture more in the preparation of drinks at home. With the economic downturn more people started to gather friends and family at home and the cost of food outside the home fell in 2015 and 2016, only returning last year, albeit timidly, according to industry association of bars and restaurants, Abrasel. In 2016, for example, 46% of companies associated with the billing your falling saw Abrasel. Even with the economy returning, the habit to meet at home continues, which benefits not only the beverage industry, but companies like iFood, delivery of meals, and Rappi, deliveries in General. Although, until now, only been Co & Drinks disclosed for the employees of Pernod – there is no official release date – anyone who enter and register on site already has access to the service. Currently already spend to 50,000 the number of registered customers. The purchases are subject to shipping, but, in General, the drinks are sold at lower prices than on sites of large networks. The 1 litre of Absolut vodka, for example, costs 95.90 dollars in Drinks & Co, real site 106.90 Bread 107.00 real sugar on the site of Carrefour. Whisky Ballantine's 12 years 750 ml out until 20% cheaper. In addition to the beverages, the Drinks & Co also sells accessories for the preparation of drinks and cocktails, such as glasses, buckets and feeder. According to Pernod Ricard, the Drinks & Co is in the testing phase and does not have the ambition to compete on price with the big retailers. "The company's strategy is to understand consumer demands and adjust tools to only then start the disclosure that channel," said Thibault EXAMINATION Cuny, President of Pernod Ricard Brazil. The Pernod does not disclose how much is already making money with the initiative, and not sales volume. The Drinks & Co is also a test for an environment of competition fiercer in the future, with more people buying food and drink on the internet. Currently, only 0.4% of supermarket sales in Brazil are made online, up from an average passing of 4% in China and in the United Kingdom, according to UBS Bank report. The number will grow increasingly, which opens a great opportunity for brands to sell – and communicate – directly with their consumers. As Pernod sells drinks that don't need refrigeration and that have high value per bottle, the internet is seen as a market of great potential for the coming years. Competition in high the beverage industry in Brazil made more than 117 billion reais in 2016. Although the beer be national preference, the consumption of distillates has increased. The consumption of whiskey, for example, grew 8 percent last year, the vodka, 4% (Brazil is among the 10 largest markets of vodka in the world, according to research consultancy Euromonitor). The consumption of gin, new darling of Brazilian bars, jumped 111 percent, more than double from 2016. The gins imported grew 120 percent, according to the English consulting International Wine and Spirit Research. In whiskeys, Pernod has, 22.2% market share. In vodka, Absolut is the premium brand most consumed (represents 73.5% in volume). Of French origin, the Pernod is in Brazil since 2001, when it bought the local Division of manufacturer and bottler of Canadian Seagram drinks. Currently has plants in Suape (PE), inaugurated in 2002, and Resende (RJ), opened in 2004. In Suape (PE), the plant is responsible for the production and bottling of brands such as rum Montilla, whiskeys Passport, Natu Nobilis and Wall Street and vodka Orloff. In Resende (RJ), the unit is responsible for the production and bottling of brands such as Montilla, Passport, Orloff and cachaça San Francisco. Imported drinks, the most relevant for the Brazilian market in sales volume are Absolut, Ballantine's, Chivas, Jameson, Havana Club, Beefeater, Malibu, Mumm, Perrier-Jouët, Monkey 47 and Plymouth. In October, the company will launch in Brazil a flavored gin, Beefeater Pink, opening a new category in the country. The Brazil is among the 10 largest markets of the Pernod in the world, but the subsidiary executives see potential for the long term, the country approaching the five largest markets. For this, the company studies bring increasingly brand of your global portfolio to the country. Are sold around 16 of 40 brands of the company. The region of the Americas was the most grown for Pernod in 2017, with 7% advance. It is also the region that pulls the growth of the main competitor, Diageo (owner of brands such as Smirnoff and Johnnie Walker), which grossed about of 60 billion dollars in 2017. The headquarters of Brazilians and Americans for distillates will still be a lot of competition. Good for the consumer.