Pernod Ricard has commenced the rollout of a pack upgrade for its Lillet aperitif.
The new look, which applies across all three SKU’s in the brand’s core range, will start to appear in all of its markets starting from this month. The brand owner is looking to improve the visibility of the French aperitif while also securing “standout versus our key competitors”.
“Following our recent collaboration with Netflix hit Emily in Paris, we think our new bottle propels Lillet to the heart of spritz occasions for our stylish audience,” said the brand director for Pernod Ricard’s UK unit – where the new look has just arrived – Josh McCarthy. “To ensure no one misses out, we’ve secured our biggest ever footprint in both the on- and off-trade to this summer.”
Pernod Ricard acquired Lillet in 2008, when sales totalled around 70,000 cases. Speaking to Global Drinks Intel last year, the company’s head of apéritifs marketing, Léa Belot, said current annual volumes sit at roughly 1.3m cases.
“The momentum is super-exciting and there’s a lot of passion within the group for Lillet,” Belot added.
