Pernod Targets Chinese Millennials With Cocktail Kits
- Distiller seeks to raise international spirits share in China
- CEO Ricard sees opportunity in China’s growing middle class
Photographer: Marlene Awaad/Bloomberg
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French distiller Pernod Ricard SA is targeting Chinese millennials with services such as cocktail-kit delivery as it aims to double the share of international spirits in the country’s $156 billion alcohol market.
After establishing itself in China with high-end brands like Chivas Regal whisky and Martell cognac, the company is looking to sustain growth by appealing to the country’s emerging middle class, Chief Executive Officer Alexandre Ricard said. The goal: to drive the share of western-style spirits in China from the current 1 percent of volume to 2 percent by 2025.