Seeking Growth, Pernod Ricard Doubles Down on Media

Even prior to the pandemic, which closed bars and canceled festivals, Pernod Ricard was starting to have doubts about event-based marketing. Internal research revealed the French spirits maker behind Kahl?a, Absolut and Jameson wasn’t generating a desired return on investment. A better way to boost sales, it concluded, was to broaden its reach and get…
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