Pernod Ricard
Traditional Off Trade Whisky
Building the First Experience Flagship Store in China
The Brand
Pernod Ricard is the no.1 international player in premium & Western style spirits in Asia. Created in 1975, the company owns one of the most prestigious brand portfolios in the sector from Absolut and Ballantine’s to Chivas Regal, Royal Salute, The Glenlivet, Martell, G.H. Mumm…
The Challenge
With the prestige whisky category growing fast in Southern China, especially Single Malt, and consumers getting more sophisticated, Pernod Ricard was looking to build their first whisky flagship. Showcasing all their whisky brands, the Speyside Spirit outlet would leverage digital technologies to deliver an innovative 360 retail experience.
Our Solution
We started with creating a Chinese name, logo and visual identity for Speyside Spirit. Integrating all the operational constraints, we then originated a concept drawing inspiration from the cask theme, mapped the consumer journey, rendered 3D drawings and sourced materials. Digital screens on walls and ceiling immersed shoppers into the Scottish terroir. A cosy VIP tasting ring with facial recognition and an engraving bar delivered a personalised experience. Finally, we adapted the retail concept to 3sqm outposts and crafted a 1-year activation plan to connect CRM to in-store experiences, seasonal promotions and offline events.