Pernod Ricard

How a solid structure and guidelines underpin Pernod Ricard’s social strategy

As an innately social product, alcoholic beverages should be perfectly suited to the opportunity for sharing and engagement that is afforded by social media.

However alcohol brands have to tread a fine line on social in order to ensure their messages don’t break any regulations within local markets.

At Socialbakers’ Engage NYC event this week Pernod Ricard’s social media manager Jeremie Moritz described the company’s approach to social marketing, which is based on the idea of ‘making a new friend every day’.

The company is home to many of the world’s top spirits brands, such as Absolut and Chivas Regal, and operates its own distribution channels in more than 80 countries. It employs more than 19,000 staff to ensure things run smoothly.