Interview

"The worst thing you can do in luxury is send inconsistent brand messages" - Interview Tareef Shawa, Pernod Ricard luxury & customer relationship management director

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Tareef Shawa joined Pernod Ricard in 2014, bringing with him luxury credentials from American Express's invitation-only Centurion division, as well as seven years at LVMH's Louis Vuitton as director of global client development. Speaking to just-drinks in London this week, the group's luxury & customer relationship management director discusses the concept of luxury, its role within Pernod and how to quantify the success of luxury events.


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