In an excellent post from The Drinks Report, we learn that 'driving luxury, exclusivity and premiumisation' is not just about having great products in a great pack, it is also about creating consumer experiences.
- Pernod Ricard Prestige Travel Brands
Newly appointed Manager for the consumer market for all Pernod Ricard Travel Retail, Cristina Carmueja talks about the 5 tenants of premiumisation.
- Brand Innovation: innovate in every category and even create new categories, by tapping into different consumer needs.
- Consumer Experiences: consumers are looking for unique experiences they can get only in one place.
- Exclusive Products: limited editions are really important for us. They differentiate travel retail from domestic markets, but not only that, they allow to offer consumers a product that is unique. engaging the consumers, either through the activation we create at point of purchase or through the way we talk about our products.
- Exclusive Packagings: the purchase is made on shelf within three/five seconds – so you have to catch the eye. Special Martell 300th anniversary packs, or a beautiful gift bag with Globetrotter (the travel company).
- Partnership: making co-branding partnership with another brand. Exemple, designed by X, made by X, or partnership with the specific store in this airport. For instance, having an exclusive with a retailer for three months to make it quite unique to that airport.
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