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.
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.
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.
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.
Senior verbal identity consultant of Labbrand
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