An image from Pernods new Brancott Estate campaign

An image from Pernod's new Brancott Estate campaign

Pernod Ricard has revealed details of new UK marketing campaigns for its Jameson, Chivas Regal and Brancott Estate brands.

The company said the “significant” spend on the initiatives is part of its bid to drive growth in the premium wine and spirits category in the country. Pernod did not disclose total spend on the campaigns. 

For Brancott Estate, Pernod is launching a new TV ad this month, called 'Pioneers', which highlights the brand's New Zealand heritage and its Sauvignon Gris varietal. This will be backed by digital and in-store activation. A previous version of the ad can be viewed here.

The Jameson campaign will feature print, outdoor ads and digital activity, plus on- and off-trade activations and focus on “Irish storytelling”, the company said. An online "community platform" called The Jameson Works has also been set up as a "forum for craft stories". 

The Chivas Regal push includes the launch of a project called 'The Venture' – a bid to find “promising social entrepreneurs”. The global initiative, which Pernod has put up a cash pool of US$1m for, is being backed by a series of short films featuring actor Chiwetel Ejiofor, under the tagline 'Win the Right Way'.

In August, Pernod reported a 14% drop in full-year group net profits as sales slid by 7%.