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26 MAY. 2019

Pernod Ricard China Launches Loyalty Program DRINKS&CO with its Chinese Name 樽乐加 [zūn lè jiā] Created by Labbrand

SHANGHAI, 09 APRIL 2019 – Pernod Ricard is the world’s n°2 in wines and spirits. In China, Pernod Ricard leads the way among all international wine and spirits groups. Key brands such as Chivas Regal, Martell and Royal Salute were introduced into the country over two decades ago, since then they have grown to become China’s leading portfolio of imported spirits.

DRINKS&CO is a cross-brand and category loyalty program by Pernod Ricard which aims to provide customized experience and more convenient service to its customers. In China, the “DRINKS&CO” WeChat mini-program offers users convenient and fast online experiences in all mobile usage scenarios as well as rich and powerful features. This includes points redemption, gift cards, cloud wine cellar, AI assistant and other channel and events promotions. 

DRINKS&CO launched by Pernod Ricard

Labbrand, the leading China-originated global brand consultancy, worked closely with Pernod Ricard China to create the Chinese name for the brand’s loyalty program. A consumer name test was conducted to test various Chinese name variations for “DRINKS&CO” in order to understand preferences among Chinese consumers, as well as to fine-tune the name selection. The final name 樽乐加 [zūn lè jiā] is chosen.

樽乐加 [zūn lè jiā] , the Chinese name of “DRINKS&CO”, is a compound of “樽” [zūn] and “乐加” [lè jiā]. As an ancient Chinese wine vessel, “樽” [zūn] is a perfect symbol for wine and spirits of the Group, while “乐加” [lè jiā] - a part of “保乐力加” [bǎo lè lì jiā], the Chinese name of Pernod Ricard, means “multitude of joy” in Chinese, fully reflects the Group’s concept of Créateurs de Convivialité.

We enjoyed the whole process with Labbrand’s team and were impressed by their high-quality work and professional attitude. Our top choice name 樽乐加 [zūn lè jiā] embodies the concept of conviviality that our brand and our target consumers live by. We are delighted to see the launch of our new Chinese name and look forward to using this asset to build our brand.

Season Fu
CRM manager of Pernod Ricard

It has been an inspiring and delightful journey to work with Pernod Ricard team. DRINKS&CO’s customized experience and convenient service leave us great impression during the creation. The Chinese name 樽乐加 [zūn lè jiā] gained high instinctive appeal during the consumer test. We are confident that it can better connect the Chinese consumers and communicate the brand culture.

Cherry Lv
Senior verbal identity consultant of Labbrand

Rich user experience on DRINKS&CO

About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.

About Pernod Ricard

Pernod Ricard is the world’s n°2 in wines and spirits with consolidated sales of €8,987 million in FY2018. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin & Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo and Kenwood wines. 

Pernod Ricard employs a workforce of approximately 18,900 people and operates through a decentralized organization, with 6 “Brand Companies” and 86 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics. Pernod Ricard is listed on the NYSE Euronext exchange (Ticker: RI; ISIN code: FR0000120693) and is a member of the CAC 40 index.

About Pernod Ricard China

In China, Pernod Ricard leads the way among all international wine and spirits groups. Key brands such as Chivas Regal, Martell and Royal Salute were introduced into the country over two decades ago, since then they have grown to become China’s leading portfolio of imported spirits. The acquisition of Allied Domecq and Vin & Sprit further consolidated Pernod Ricard’s leadership in China with the addition of Ballantine’s, Mumm, Perrier-Jouët, Beefeater, Kahlúa and Malibu in 2005, Absolut vodka in 2008, and Monkey 47 in 2016 to the already strong brand portfolio. 

Pernod Ricard has a wholly-owned trading company based in Shanghai, with a strong distribution network across China and key offices located in Beijing, Guangzhou, Xiamen, and Wuhan. 

The development of Pernod Ricard China continues to uphold the corporate value of “Créateurs de Convivialité”. In 2017, the Créateurs de Convivialité campaign won the Best Brand Digital Platform Award (Asia Pacific) presented by The Holmes Report, an authoritative information agency in the global PR industry.

As Pernod Ricard continues to enjoy healthy growth in China, it also maintains its commitment to contributing to China’s sustainable development. Through a series of anti-drink-driving public education campaigns since 2005, as well as research on the effects of alcohol on minors and pregnant women, Pernod Ricard China has achieved significant results in terms of promoting responsible drinking in China. Additionally, Pernod Ricard China and its brands also continuously contribute to cultural exchange with countries around the world through various initiatives. In recognition of Pernod Ricard China’s positive contribution, the Company has received a significant number of awards. In 2018, the Company won the “Best Practice Award” in 2018 Yicai The CSR Ranking in China and “Annual Responsible Enterprise Award” from The Paper in the 2018 Annual Award of Responsibility Performance.

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