Don't violate the DNA of your luxury offering - Con Constandis
Channel: ClarkMorgan Insights
Date: 2012-05-13

Pernod Ricard has had enormous success with liquor brands in China. And one of the key lessons learnt in the process has been not to modify luxury products significantly for the Chinese consumer in order to achieve long term goals.

Managing Director of Pernod Ricard China, Con Constandis, highlights the challenge created when the opposite was done with the Chivas Regal brand - a Scotch whiskey that is now having difficulty maturing with the market.

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