Pernod Ricard to focus on premium segment

Tudor Furir, general manager of the wine and spirits importer Pernod Ricard, says that, starting this year, the company intends to expand its portfolio by launching new brands on the premium and super premium segments.
“The portfolio we have had until now has been useful in cultivating consumers and increasing their numbers. From now on, our focus will be on premium products. However, this does not mean we will drop our value-for-money products. We want to get to a level where we can be compared with Chanel, Nike or Adidas,” said Tudor Furir.
The producer will bring four branded wines onto the Romania market, all selected from Pernod Ricard’s multinational portfolio. The wines include Montana from New Zealand, Graffigna from Argentina, Campo Viejo from Spain and Jacob’s Creek from Australia. Pernod Ricard already launched two champagne brands, Mumm and Perrier Jouet, on the Romanian market at the beginning of this year.
“This autumn, we intend to launch 17, 21 and 30-year old Ballantine’s whiskies on the super premium segment, as well as 12, 18 and 21-year old Chivas,” stated Furir.
According to Pernod Ricard’s manager, the company will allocate over 50% of its marketing budget for promoting the whisky brands Ballentine’s and Chivas, namely around 10% of the company’s 2006 turnover, which stood at around 10.8 million euros, a double increase against two years ago, when it amounted to 5.4 million euros.
The local subsidiary of the French multinational has 37 brands in its portfolio including whisky – Chivas Regal, Ballentine’s, Royal Salute and Queen Anne, gin brands – Beefeater and Seagram’s, the vodka brand Wyborova, and the brandy Martell.
“In 2006, we integrated Allied Domecq’s product portfolio into our own Pernod Ricard domestic portfolio. This led to a doubled turnover in 2006 against 2005. However, this is both an organic growth and a growth achieved through acquisitions. For 2007, we expect at least a 50% rise in volume and a 20-25% increase in terms of value, primarily due to the fact that prices will be lower,” stated the Pernod Ricard general manager.