Pernod Ricard uses Malibu event to appeal to Gen Z
The next big demographics question for consumer businesses is this: how do we capture Gen Z? Generation Z is the name given to those people younger than millennials (the oldest of whom are now around 40), and they are the shoppers of the future. Drinks companies are no different in this regard, and at least one thinks it’s found an answer: Pernod Ricard, the drinks giant behind some of our favourite tipples, recently threw a five-day event centred around its “fun” Malibu brand that was explicitly targeted at these youngest of drinkers – and it was, apparently, a major success.
Pernod Ricard’s share price has appreciated by 17% so far year to date
Source: Yahoo Finance
Earlier this month, Pernod Ricard wanted to put on a “high energy” event that appealed to consumers outside of London. The Malibu Games, which debited in Liverpool on the 7th of the month, was conceived of as a way for drinkers to change their relationship with alcohol and partying: “have the experiences about the drinks rather than a drinking experience.”
A warehouse space saw the company provide seating and an arena for three team activities: the “Strawberry Sprint” the “Not So Coconut Shy” and the “Passionfruit Prism”.
Pernod Ricard’s head of experiential marketing, Kenny Hyslop, said: “Experiences are what our consumers want. They want to touch and feel and smell the brand. In past years we would have said this activation is a bit too high energy for us, but we thought Malibu is one of the brands in our portfolio that allows us to have fun and not take ourselves too seriously.” He added that Malibu drinkers in particular didn’t want to just “get dressed up and get down the bar,” but preferred to “get their Malibu kit on and get involved.”
Regarding the location, Hyslop said: “A lot of the industry get focused in on London, and we forget that there is a big massive country out there, outside the M25. We know that a lot of our generation Z consumers are spread all across the country.”
Dominion holds Pernod Ricard in its Global Trends Luxury Fund.
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