Pernod Ricard Group has many brands and its products are sold all over the world. Among them, Royal Salute, Chivas Regal, Martell and other brands are the leading brands of various foreign wines in the Asia-Pacific region. Pernod Ricard Group has 68 production centers around the world, with a turnover of 4.8 billion euros in 2002. Chivas Brothers, a subsidiary of Chivas, specializes in Scotch whisky, which is one of the pillar businesses of Pernod Ricard Group. The annual sales volume of whisky is 7.8 million cases (9 liters), accounting for 65,438+05% of its liquor sales.
Pernod Ricard Group was formed by the merger of Pernod Ricard (founded in 1805) and Ricard (founded in 1932), the two largest liquor companies in France, in 1975. At present, Pernod Ricard Group is one of the three largest liquor and wine groups in the world, with a total global revenue of 3.534 billion euros (about 35 billion RMB) last year.
Successful multi-brand management
A major feature of Pernod Ricard Group is the implementation of multi-brand management. The brands under the Group are dizzying, with nearly 30 key brands, including 12 strategic brand, other strategic brands and major local brands. In order to cooperate with multi-brand operation, Pernod Ricard has established a unique management structure. The top layer is the holding company, which is divided into two parallel parts: brand holding company and the group's branches in various countries. The brand holding company is responsible for the production of each brand and its global marketing strategy, and the branch company is responsible for the local promotion and distribution channels of global strategy.
In order to fully mobilize the enthusiasm of brand manufacturers, Pernod Ricard has implemented strict decentralized management. There are only 130 employees in the group headquarters, accounting for only 1% of the global employees. The role of the headquarters is to formulate the overall development strategy and ensure that enterprises in various countries implement it according to the actual situation, but it will not interfere with the management and marketing of local brand manufacturers.
With the implementation of multi-brand strategy, competition between different brands is inevitable. How does Pernod Ricard deal with this problem? The answer is: the Group delegates the decision-making power to its subsidiaries, which make decisions according to local conditions, but each branch must make it clear that the 12 brand that the Group focuses on will always be given priority, which is a guiding suggestion for all branches in the world.
Centennial brand focuses on connotation
How to make a brand a century-old brand is an interesting topic. Pernod Ricard will not put the "Pernod Ricard" logo on the bottles of each brand, but will highlight the characteristics and cultural heritage of each brand and let the brands speak for themselves. And many well-known brands with a long history in this group are first built on excellent internal quality.
Simple packaging is more important than connotation. Take Martell, an important brand of Pernod Ricard as an example. Its history can be traced back to18th century. Last year, its global sales reached 165438+ 10,000 cases. Actually, Martell's wine bottle has not been changed since 19 12. Martell is a high-grade brandy produced in cognac, France, and its strict requirements in the production process can be described as "harsh". According to French law, the protected cognac must be grapes from six cognac producing areas, white grapes, which have been distilled twice and matured in oak barrels. Martell, on the other hand, demanded to reach a higher standard, and only four producing areas with good soil quality were selected. In the distillation process, the first bottle of wine and the second bottle of wine should be distilled again, while the lighter barrels in oak barrels were selected, and more wines with strong floral fragrance were selected in the blending process. A series of strict standards make Martell brand "mellow, light and elegant" quality recognized by the market.
Major brands
1, Chivas Regal
Chivas regal originated in Scotland in 180 1. At that time, the Chihuahua brothers dreamed of brewing a mellow, easy-to-drink, and suitable for sharing whisky, thus giving birth to the famous "Chihuahua 12 year".
1842, Queen Victoria visited Scotland for the first time, and Chivas Brothers were officially designated as "royal suppliers". Years later, Chivas Brothers produced Chivas Regal 12 premium scotch whisky. Unexpectedly, this chivas regal was originally fragrant outside the wall, especially favored by Americans on the other side of the Atlantic. Now "Chivas Regal 12 years" has become an indispensable part of people's toasting in Scotland, the United States and even the whole world.
Classic taste, entering chivas regal's long history.
180 1 year, Chivas Regal and James Chivas Regal started the whisky business in Aberdeen, Scotland.
184 1 year, James Chivas began to produce his first blended whisky: Royal Grandi.
1843 was recognized by the royal family, and the brewed whisky was awarded the title of "exclusive to the royal family" by Queen Victoria.
Chivas Regal, a world-famous Chivas Regal, was born in 1890.
Chivas Regal 1909 took the lead in exporting to North America and became a pioneer in the industry.
1954 Queen Elizabeth ascended the throne, and Chivas Brothers carefully brewed the best Scottish royal whisky.
Salute to Royal Salute 2 1 year, highly praised by scholars.
Chivas Regal 1992 returned to China.
In 2000, the new Millennium packaging was introduced, which combined classic and fashion.
2. Royal salute
Royal Salute 2 1 Scotch Whiskey was specially made in 1953 to pay tribute to the coronation ceremony of Queen Elizabeth II. Its name comes from an ancient tradition: in order to show the highest respect to the rulers, the Royal Navy fired 2 1 salute. Chivas Brothers created this excellent whisky as a gift to the royal family. It represents impeccable nobility and elegance, as well as extreme exquisiteness.
Wine also needs perfect packaging: the exquisite red, blue and green porcelain bottles of the Royal Salute are to commemorate the traditional whisky bottles of19th century or even earlier. Its color is the reflection of the red, sapphire and jade in the queen's crown. The perfect whisky is kept in this unique porcelain bottle with a velvet kit. When all this is put into a finely carved gold and copper outer box, a perfect ultimate product comes out.
3. Martell
Among many historical stories with a long history, Martell (J & amp；; Martell).1At the beginning of the 7th century, Jean Martell, a young man from Jersey, was founded in 1715 and passed down from generation to generation.
According to the standard model, so far, Xu Anni's poems can only occupy the second place. Mr. Single Horse manages a 380-hectare vineyard, which is really unusually large (which can only meet 5% of its demand), and the rest will be supplied by 2,600 growers from his alliance.
After years of establishment and uninterrupted expansion, the land he owns extends all the way along the old town of Gani to the bank of Charande, and still occupies an unconventional position, that is, Jean Martell's elegant mansion. Its maximum storage capacity can reach130,000 barrels and it has 16 production lines.
Today, Martell's business is still managed by Martell's family (although SEAGRAM acquired Martell in 1988), which has been passed down for eight generations, and Barry Martell is currently the chairman.