In a world where people’s attitudes towards drinking were evolving rapidly due to new aspirations and societal shifts, Pernod Ricard faced a significant challenge. They recognised that alcohol consumption was trending toward moderation, and they needed a compelling growth strategy to secure investment from the Executive Board. The aim was to unlock the opportunities presented by this shift in consumer behaviour. Although they had been introducing alcohol-free options to keep pace with competitors, they were determined to grasp a deeper understanding of the driving forces behind this shift and get ahead of the curve.
Pernod Ricard asked Butterfly to determine which moderated consumption opportunities to prioritise and to craft a plan to maximise their share of these moments using their existing portfolio.