China's accelerated market opening and transformation has helped French wine and spirits group Pernod Ricard seize new opportunities and experiences with consumers.
At the third China International Import Expo, held from Nov 5-10 in Shanghai, Pernod Ricard has made clear its determination and confidence to further engage in the Chinese market.
The company has participated in all three editions of the event.
"It is very important for us to take part in the CIIE this year to showcase our support and long-term commitment to China," said Jean-Etienne Gourgues, managing director of Pernod Ricard China.
"In the post-pandemic era, companies need to look for new business opportunities, and I think the CIIE is a great way to open new channels and promote our brands."
The company is displaying more than 20 Pernod Ricard spirits and wine brands at its booth this year.
Its selected brands include vintage wine and spirits with five regions of origin, including France and the United Kingdom.
The main exhibits include the newly released G.H. Mumm Grand Cordon.
Two representative products－Martell 1858 China Expedition Limited Edition that commemorates the first Martell shipment to China, and Louis Latour Chateau Corton Grancey Grand Cru specially signed by Louis-Fabrice Latour, the owner of Maison Louis Latour－were displayed as special tributes to the CIIE.
In addition to demonstrating its commitment to "Createurs de Convivialite", Pernod Ricard has exemplified sustainable development at this year's CIIE in its booth design and visitor experiences.
Pernod Ricard used recyclable paper sheets to construct its booth. The floor of the booth is made from recyclable PVC materials and biodegradable floor glue complies with environmental standards. The materials will be recycled after the exhibition or used in future events.
Besides, all single-use plastic products are replaced with those made from biodegradable materials this year. Waste sorting and recycling requirements are strictly followed as well.
"Sustainability, recyclability and being respectful－we embedded these ideals into our booth," Gourgues said.
At the booth, the company shows a film encouraging people to reject single-use plastic products and prioritize environmentally friendly materials. Pernod Ricard also encourages visitors to reuse existing items to reduce waste.
The film was jointly released by Pernod Ricard China, the Center for Environmental Education and Communications of the Ministry of Ecology and Environment, and the Institute for Sustainable Development Goals of Tsinghua University.
At its CIIE booth, Pernod Ricard offers visitors multidimensional interactive experiences through its Drinks & Co image outlet. The outlet is a replica of the store opened in September in downtown Shanghai's Xintiandi area.
The first retail flagship store of Pernod Ricard, Drinks & Co provides consumers a gathering place for convivial moments while enjoying wonderful alcoholic beverages. It gives consumers a one-stop interactive retail experience with a unique and ingenious design, product portfolios across multiple groups, and diversified beverage offerings, according to the company.
As part of its new retail strategy, Pernod Ricard said it plans to further enrich interactions between its brands and consumers, and build more channels marketed directly to consumers.
"In the post-pandemic era, interactive experiences combined with an innovative retail strategy will be our key focus," Gourgues said.
"Chinese consumers have a growing appetite for different types of products, as the middle and affluent classes in the country continue to develop.
"With the arrival of the new generation, I think that there is a big appetite to discover new types of products and new type of experiences," he said.
"So that's definitely what Drinks & Co is about－it's a platform to propose existing products and services and to test new ideas," he added.
Despite the outbreak of COVID-19 earlier this year, Pernod Ricard is enjoying healthy growth in the Chinese market, according to its financial report of the last quarter, from July to September this year.
"We hope that in the quarters to come, we will continue to improve as the market recovers," he said. "So we have a pretty positive outlook for 2021."
According to Gourgues, Pernod Ricard will improve the local market landscape with full efforts to promote the import of alcoholic beverages in China in the near future.