Pernod Ricard to roll out connected ‘smart’ bottles across brands

14th February, 2017 by Arabella Mileham

Pernod Ricard is rolling out ‘fully-connected’ bottles with individual QR codes across its brands that will give users info on the brand, provenance and nutritional content via their smartphones.

It follows the introduction of a fully-connected bottle that has already launched on the Chinese market, which was designed not only as a marketing device, but also to protect the company’s brands against counterfeit products.

Sparking at a Pernod Ricard Roundtable today, Chairman and CEO Alexandre Ricard said traceability was a “legitimate demand” for consumers, who expected more and more information from a brand in terms of provenance and the supply chain.

”We believe in today’s world better to inform customers via their connected devices. It is as simple as that, a more modern, forward-looking way of doing things,” he said. “100% of our consumers are close to that connectivity. If you scan it, you have better access to the information you require versus trying to read the back label, which has a lot so legalistic information too.”

“Most of our brands have a home, a heritage and a provenance, so that is critical for consumers to scan a QR code on any of our labels and get information on traceability that we have.”

He confirmed that the initiative would be rolled out market by market “in the coming weeks” with information on “everything”, from provenance to nutrition, terroir and brand experience.

“Our brands have website with a lots of information and you can expect that information to be more detailed, interesting and insightful as we enrich that content.

It would also help fight counterfeiting in certain markets, he added.

“Being able to trace a bottle and make sure you can see it’s a true, authentic product is key in some markets that have those issues. Connected bottles, QR codes and digital is going to be a big competitive advance for big players that have real brands versus counterfeit ones. And there is a lot going on in that,” he said.

Digital Boost

The move is part of a wider strategy to boost its digital comms with consumers, which Ricard described as a “key business strategy accelerator”.

“Direct to consumer interaction is critical for brands and having direct feedback from consumer exchanges and interaction with the consumer is criticial,” he said. “Having that relationship with consumers is the way forward and we’ve invested a lot in information and gathering data online to better understand consumers.”

He said utilising that insight to improve brand messaging and positional was more also key.

“You can’t rely on a third-party to know your customers.”

However he drew a distinction between direct-to-consumer communication (“touchpoints”) and direct-to-consumer transactions, which provided more logistics and supply chain challenges.  Online sales currently stand at 3% across all markets, or 6% in the UK, which includes sales with partners such as Tesco.com, Amazon and digital store-within-store concepts with Alibaba.

“It is the fastest growing channel not only for Pernod Ricard but for the whole industry,” he said.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

National Sales Manager

Maverick Drinks
Field based, UK

Regional Sales Executive

EWGA
Gloucestershire, UK

Senior Content Writer

Rude Wines
Ledbury, UK

Events and Trips Manager

Berkmann Wine Cellars
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
East Scotland, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more