Pernod Ricard’s successful marketing in China

It is no doubt that Pernod Ricard sets a good example in China’s wine market. Its products, such as Chivas, Martell, Royal Salute, Ballantine, Jacob's and so on, are so popular among business individuals and young people that they are available at any bars. The company’s market share is growing with its successful marketing in the country. Pernod Ricard attributes its success to its customers-oriented marketing strategies which uplift the brand name rapidly.

As one of the biggest imported wine dealers, the company firmly believes that wine dealers should have a clear idea of what the Chinese customers really need and shouldn’t only let them accept what they sell. At the same time, they should make the customers know how to drink their products moderately. According to Pernod Ricard’s saying, a good company not only promotes wine but also takes responsibilities for the customers and the society. So the company has been committed to encouraging moderate drinking around the world and fighting against acohol abuse and drunk driving. Right now the company has introduced this into China. At the World Wine Meeting, Sha Wanli, vice-president of Asian Public Affairs Department of Pernod Ricard, delivered a speech on moderate drinking and pointed out that the company’s drunk driving advertisments are not for wine promotion but commonweal.

Since 2005, the company has worked with China’s Traffic Safety Association and conducted a campaign against drunk driving in the country by handing out pamphlets and putting public service Announcements on its website. “As a leading wine dealer in the world, Pernod Ricard has set a good example in advocation of moderate drinking and safe driving and taken its social responsibilities for Chinese customers.” said the duputy director of China’s Traffic Safety Association.