Pernod Ricard Prepares a New Online Shopping Experience for the Best in Booze

One interesting connection that’s been growing—and fairly rapidly of late—is the connection between online shopping and alcohol.

We’ve seen plenty of restaurants get in on this, as well as food delivery services, and alcohol often comes along for the ride, so to speak.

Now, alcohol goes front and center with a new plan from Pernod Ricard, who will be bringing an online hub forward to make finding just the right booze for an evening or whatever purpose that much easier.

Called “Discover the House,” Pernod Ricard’s online hub offers users access to an array of different alcohol choices and “brand stories”, covering the full range of Pernod Ricard brands.

In the early going, only certain individuals—high net worth individuals, based on reports—will get keys to discover the house, but it may expand from there.

Pernod Ricard has a host of brands to its credit, ranging from some of the biggest names in booze like Absolut and Chivas Regal to a slate of “key local brands” like Seagram’s and Blender’s Pride.

There are even some wines on hand here, making Pernod Ricard able to cover most any situation from a tiki party requiring rum drinks to a Thanksgiving dinner requiring table wine.

A complementary study from WBR Digital noted “While creating digital brand awareness and adapting to consumers’ preferences continues to be at the forefront of marketing campaigns for luxury brands, retailers have begun to realize the linchpin of the brand experience is delivery consistency across the omnichannel journey.

Creating a great customer experience is the driving force in fostering customer loyalty.”

Though UK online shoppers tend to be high-dollar shoppers, that doesn’t mean there won’t be plenty of interest from other market segments. There always needs to be a starting point, though, and it looks like Pernod Ricard is going for the premium-based skimming approach.

It may go deeper into the market later, but it may not have to if it focuses on a sufficiently high-dollar market. Still, this is one more example of how the market for a lot of products and services is moving online—especially mobile—and gives users one more option to work with.

So when the time comes to pick up a little alcohol for an occasion of some sort, shoppers will have one more option with Pernod Ricard’s new online focus.