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Pernod Ricard VP Says Clear Spirits Can Drive Occasion-Led Growth

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Donny Tobin, Pernod Ricard’s new vice-president of business acceleration and transformation, argues that clear spirits can help drive growth because they fit a wider range of occasions. He says Pernod is shifting from a mainly brand-led approach to identifying emerging occasions and responding quickly, including positioning clear spirits across expanding daytime moments and viewing RTD as an extension of brands.

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