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

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

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.

January 12, 2017

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.

Stay informed for just £1! *

Get access to unbiased and data-driven news with a subscription to Just Drinks.

What’s included in your subscription:

Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot
beverages
Unrivalled drinks industry comment from Dean Best, Jessica Broadbent and leading sector specialists

Have a Subscribtion Sign in