Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home News Lab News Detail
Contact Us

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

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.

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. 

  • 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.

    Alva Lv

    Senior verbal identity consultant of Labbrand

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Labbrand Featured by Marketing Interactive on Whether Malaysia Airlines Should Risk Revamping Its Iconic Kebaya

Malaysia Airlines’ contemplation on revamping its iconic sarong kebaya uniform worn by its cabin crew saw many Malaysians expressing their love for the current uniform, a…

Labbrand Developed the Chinese Brand Name 迈德康 [mài dé kāng] and Chinese Logo for MasterControl

Labbrand, a leading China-originated global brand consultancy, engaged by MasterControl, has created a Chinese brand name and Chinese logo for the company’s brand la…

Labbrand Creates Chinese Name for Kids Clothing Brand The Children’s Place

SHANGHAI, November 10, 2016 – Embark on the journey of a leading kids clothing brand as The Children’s Place, the largest specialty retailer in North America, officially …

Atelier Cologne Launched First Flagship Store in China with Chinese Brand Name Created by Labbrand

SHANGHAI, July 11, 2017 – Atelier Cologne, the French “Maison de Parfum” opened its first flagship store in China on June 22nd, 2017 in Shanghai, China. Labbrand helped A…

Michelob Launches Michelob ULTRA Beer with Chinese Name 米凯罗 [mǐ kǎi luó] Created by Labbrand, a Global Brand Consultancy

SHANGHAI, November 9, 2018 – Anheuser-Busch InBev SA/NV (AB InBev), the multinational drink and brewing holdings company based in Belgium, launched michelob ultra owner f…

LABBRAND and Curio Collection by Hilton Celebrate Transform Awards Asia 2024 Win for Brand Expression of La Festa Phu Quoc on Social Media Channels

Singapore — LABBRAND, the leading independent global brand consultancy with 20 years of experience, are proud to announce a win at Transform Awards Asia 2024 in the categ…

Singapore Branding Agency: Labbrand Expands in Asia Pacific with New Office in Singapore

SINGAPORE, 7 DECEMBER 2016 – Witness the bold wave of green as Labbrand, the leading China-originated global brand consultancy, establishes Singapore Branding Agency. Jus…

Calbee Partners with Labbrand for New Chinese Product Names of Best Selling Snacks

In an exciting collaboration with Calbee, Labbrand, the chosen partner, is proud to unveil the Chinese product naming for Japan's best-selling snacks, JagaRico and TomoRi…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject