Selling experiences, not volume, key for Pernod Ricard

Like any other line of business, companies in the liquor industry see sales as their top priority. But does that mean selling more is always better? A social campaign leader at Pernod Ricard, a global liquor distributor based in Paris, says what he wants is for the public to "drink better, not more."

The phrase is part of a campaign being promoted by the company’s Vice President of Global Public Affairs and Alcohol in Society Laurent Scheer. He staunchly recommends responsible drinking and encourages consumers to seek responsible and mindful drinking practices. To spread the message worldwide, he communicates with national governments, the Organization for Economic Cooperation and Development, the European Union and industry partners in the hospitality businesses to introduce policies and regulations for smarter alcohol consumption.

Pernod Ricard wants to sell a good experience more than anything, according to Scheer. “Our objective is to make profits. We want to sell high-value products and increase our sales.

But it’s not necessarily selling volume. We want people to buy high-val