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China e-commerce a "top priority" for Jameson - Pernod Ricard

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Pernod Ricard is ramping up its e-commerce efforts for Jameson as the group looks to grow the Irish whiskey brand in China.

Recent innovations from the Jameson brand include the Caskmates editions

Recent innovations from the Jameson brand include the Caskmates editions

Brendan Buckley, the international marketing director for Pernod unit Irish Distillers, told just-drinks in an exclusive interview this week that the division is focussing on its route-to-consumer in China. Buckley said that although Irish whiskey remains a small part of China's spirits market, the country is one of Irish Distillers' "top priorities" in terms of regional development.

"We're still in the early days of our developments in China - the whiskey world, the premium segment is small, but it's developing," Buckley said. "Pernod Ricard is very strong there with Cognac and Scotch, but we haven't quite made inroads with Irish whiskey."

Buckley said Irish Distillers is ramping up its global e-commerce projects overall for Jameson. E-commerce-exclusive whiskeys is "one angle we're looking at", the marketing head added.

He also said opportunities exist outside of the bottle. "There's a huge appetite out there for branded merchandise - we see a big opportunity in that," Buckley explained.

To read the full interview with Brendan Buckley, click here.


Sectors: Spirits

Companies: Jameson, Pernod Ricard

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