Pernod Ricard gets drunk on alcohol-free

Sociologists drink whey by observing such developments. Consumers who, at mealtimes, have become flexitarians and feast on meatless steaks, are also more and more numerous to toast with “nolo” aperitifs and spirits, for no-alcohol and low alcohol (not and little alcohol). “It had been a niche market for several years. It is developing very quickly,” explains Simon de Beauregard, international marketing director for Pernod Ricard. Although the French group has been marketing the Pacific brand since the 1980s, an alcohol-free aniseed which has had some success, its sales have become very limited. But the situation has changed. According to the specialized agency IWSR, worldwide sales in this segment now weigh 10 billion euros and are growing by 50% per year. “Health, dietetics, road safety and the desire to maintain control explain this development”, deciphers Marion Lebeau, creator of the Osco brand, an alcohol-free aperitif produced in the South-West.

From beer to Suze

The phenomenon began with beer, a market where non-alcohol represents more than 10% of sales in France. And every year in January, the “Dry January” abstinence campaign, imported from the United States, reinforces the trend. At Pernod Ricard, the subject is all the more burning as the group has adopted a strategy centered on consumers since the arrival at the head of the group of Alexandre Ricard in 2015. No more question of being satisfied with selling quality drinks , we must create or develop the products that customers expect, striving to anticipate promising impulses.

Source: Challenges en temps réel : accueil by

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