ISSUE #57 – Interview with Yann Soenen, Marketing Director, Pernod Ricard Singapore
The co-leader in wine and spirits worldwide, Pernod Ricard has a comprehensive portfolio of international premium brands, driving the group’s growth.
The Martell house has contributed to the development of the artistic talents in Singapore by initiating the annual Icon de Martell photography competition.
WHEN WAS PERNOD RICARD ESTABLISHED IN SINGAPORE?
We first had a representative office and were officially incorporated on 28 July 1989 as a full-fledged company under the name of PRASIA Distribution Pte Ltd.
HAS YOUR COMPANY NAME EVOLVED SINCE THEN?
Yes. The name was changed to Perising Pte Ltd on 29 April 1997. Peri stands for Pernod Ricard, and Sing for Singapore.
Subsequently, the name was changed to Pernod Ricard Singapore Pte Ltd on 1 April 2002 after the acquisition of Seagram.
HOW HAS ASIA BECOME THE MAIN MARKET FOR PERNOD RICARD?
Economic growth in Asia and the market’s expanding tastes for luxury and lifestyle have helped to propel Pernod Ricard in the region. Our offering of a comprehensive portfolio of international premium brands is integral to driving the group’s growth in the region. In addition, its strategy of creating value through a systemic policy of premiumisation, or upscaling its brands, is at the heart of the group’s long-term vision.
WHAT ROLE HAS SINGAPORE HAD IN THIS PARTICULAR MARKET? WHY?
Pernod Ricard drives premiumisation with variants such as Martell Cordon Bleu, Chivas Regal 18YO, Absolut Elyx, The Glenlivet range, and Perrier Jouet, thus adding greater value to the on-trade business in Singapore. We will continue to invest through our brands in developing lasting relationships with our customers.
WHAT ARE SOME OF THE KEY PROJECTS YOU HAVE COMPLETED IN SINGAPORE?
In the past 13 years, Pernod Ricard Singapore has developed to become the leading wines and spirits supplier in Singapore with iconic brands such as Martell Cognac, Chivas Regal Scotch Whisky, Absolut Vodka, G.H.Mumm and Perrier-Jouet Champagnes, and The Glenlivet Single Malt Whisky.
The Martell house has contributed to the development of the artistic talents in Singapore by initiating the annual Icon de Martell photography competition fi ve years ago, which honours every year the best Singaporean photographers.
Since 2008, the G.H.Mumm Champagne house has supported the Singapore Formula 1 Grand Prix and helped make it a strong international event.
More recently, Perrier-Jouet Champagne House has been a key partner of Singapore Art Fair, a new exhibition that reinforces the importance of Singapore in the regional artistic scene.
TOP: Pernod Ricard has been a partner of the Singapore Formula 1 Grand Prix since 2008
BOTTOM: Pernod Ricard started the annual Icon de Martell photography competition in 2010 to honour Singapore’s best photographers
Interview published in the FOCUS Magazine “SG50” – May 2015