Actus des entreprises

The renewed interest by Danes for quality drinks boosts Pernod Ricard Denmark results

The world's leading spirits company in the premium segment, Pernod Ricard enjoys a successful time in Denmark. Last year, the French group had a turnover of over 100 million. kr on its internationally recognized spirits and champagne on the Danish market. The increase is partly due to the Danish penchant for drinking cocktails mainly out of home and dark spirits mainly at home.

The world's leading spirits company in the premium segment, Pernod Ricard enjoys a successful time in Denmark. Last year, the French group had a turnover of over 100 million. kr on its internationally recognized spirits and champagne on the Danish market. The increase is partly due to the Danish penchant for drinking cocktails mainly out of home and dark spirits mainly at home.

The Danish subsidiary of the French spirits group, owning brands like Absolut, Jameson Havana Club and Chivas, rose by 6.7 percent to 101.9 million. kr. Operating income showed a profit of 10.2 million kr. in the last financial year for the period July 2015 to June 2016.

The financial statements indicate growth in revenue, earnings and volume. This is due to the decision in 2012 to pursue a value strategy which led the company to focus on its international portfolio of more sophisticated and exclusive brands of the spirits market across categories and sales channels. To the satisfaction of the Pernod Ricard Denmark country manager, the last three fiscal years show that the strategy was a success.

"After the sale of the local brands we have heavily invested in the Danish market in the recent years and in our core business of branded spirits, which are enjoying great popularity. We aim to leverage our brands up towards the luxury market, where consumers are willing to pay a little more for quality. It grows in all modesty really sensibly, and it has restored a healthy business. The accounts show that we have the best portfolio of spirits and champagne to match demand among both consumers and our customers and partners in all sales channels", says Antonio Duva, Managing Director of Pernod Ricard Denmark.

While the volume of international spirits brands increased overall by 4 percent in retail last year, Pernod Ricard Denmark achieved an overall increase of 10 percent through Horeca and in cross-border trade. The category impacting this growth the most are the whiskey brands, The Glenlivet (51%), Chivas Regal (48%) and Jameson (10%), followed by the rum market, where Havana Club and Malibu liqueur grow by 15% each, Kahlua liqueur 13% and Absolut vodka 11% in volume.

The described growth is among other significant factors attributable to the booming Danish cocktail scene, particularly in Copenhagen, Aarhus and Aalborg, where new cocktail bars are opening at a fast pace. The generally more expensive quality spirits, used in bars, nicely blend into the company's portfolio of vodka, gin, whiskey, rum, bourbon and liqueur.

Furthermore, despite price fights on key blockbusters, retailers are trying to premiumise their offer by listing expensive and exclusive brands matching Consumer interest for quality dark spirit.

Another trend Pernod Ricard Denmark is benefitting from is the significant growth in sales of champagnes G. H. Mumm and Perrier Jouet. Measured by volume, G. H. Mumm has grown by 76 %, while Perrier Jouet is accounting for an increase of 43 %. Pernod Ricard was able to expand its market share in HORECA and is now the second largest champagne supplier in Denmark.

According to "Les Expéditions de Vins de Champagne en 2015" from the trade organization The Comité Champagne, Denmark has overtaken China and now occupies the 15th place in the list of the largest champagne importers in the world.

As future challenge Pernod Ricard want to establish a new drink in the Aperitif segment developing Lillet Vive (refreshing mix of french aperitif wine from Pondesac and tonic)

About Pernod Ricard Denmark:

Pernod Ricard Denmark is the subsidiary of the world leader in premium spirits, wines and champagne. The portfolio consists of several globally well-known brands, of which 18 are on the list of the world's 100 top brands. The portfolio owned by Pernod Ricard includes Absolut, Jameson, Chivas Regal, Havana Club, The Glenlivet, Ballantine's, Martell, Royal Salute, Beefeater, Kahlua, Malibu and Ricard as well as the champagnes G. H. Mumm and Perrier-Jouet.