Mapping moments of conviviality

Every country, culture and generation has its own celebrations and experiences of conviviality. To better understand consumers and meet their expectations, Pernod Ricard has mapped some of their wine and spirit consumption habits. 

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Beefeater
HAPPY HOUR

After a busy day or week working, friends and colleagues catch up to share a special moment in a relaxed atmosphere. The venue is often a familiar place close to their work where they can chat, unwind and let off steam.  

WHO ?

Colleagues or friends, or sometimes just a guys' or girls' get-together.

WHERE ?

Originally from English-speaking countries, the concept is becoming truly universal.

WHAT ?

Mainly cocktails (mojitos made with Havana Club rum or margaritas made with Olmeca tequila), simple mixed drinks (such as an Absolut vodka soda or Beefeater gin and tonic), a simple glass of Jameson whiskey or beers.

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ricard
APERITIF

Very popular with consumers, the aperitif is a moment to relax and be yourself. Whether indoors or outdoors on a terrace at sunset, it’s the perfect time to be with close friends or family with a drink in hand to whet your appetite before an evening meal. 

WHO ?

All generations, with friends and family.

WHERE ?

Mainly in Western Europe.

WHAT ?

A glass of Ricard, a Beefeater gin and tonic, champagne (Mumm) or chilled wines – whether white, rosé, or even red – as well as light cocktails, Lillet (either by itself or with tonic) or a glass of whisky (The Glenlivet, Aberlour).

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lillet
COCKTAIL PARTY

A cross between aperitif and dinner, a cocktail reception can be organised for a personal (birthday) or professional (opening) occasion. It’s a pleasant time to meet new people while enjoying a combination of cocktails and nibbles. 

WHO ?

Between loved ones, co-workers or acquaintances.

WHERE ?

In Europe and Anglo-American countries.

WHAT ?

Champagne (Perrier-Jouët) and light cocktails (made with Absolut Elyx).

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scotch
BUSINESS CELEBRATION

Enjoyed after dinner when the sun has set and the night is well under way. In Asia especially, business celebrations are an intimate setting where strong bonds are forged amongst business professionals or colleagues. 

WHO ?

With colleagues and business professionals.

WHERE ?

In North America, Europe, and Asia – particularly in China, Japan, South Korea and Hong Kong.

WHAT ?

Blended and malt whiskies (Royal Salute, Chivas, The Glenlivet), cognacs (Martell) and local alcohols.

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DINNER

Considered a main meal in some countries, dinner is usually a time for sharing and conviviality. For special occasions guests are often invited to share in a special meal paired with wines and spirits carefully chosen by the hosts.

WHO ?

Between family members and friends.

WHERE ?

Worldwide.

WHAT ?

Wine reigns supreme in Western Europe and certain regions of North America (Kenwood Vineyards or Jacob’s Creek), while beer and local spirits are preferred elsewhere. Innovative cocktail pairings are popping up on restaurant menus. In China, cognac with water is served with dinner.

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champagne
PARTY TIME

Full of energy and enthusiasm, consumers head out at night to party and have fun. Music and friends are all part of the mix, especially if a truly good evening is to be had. 

WHO ?

Mainly between friends, but also between colleagues in some cultures, especially in Asia.

WHERE ?

Worldwide.

WHAT ?

Mainly champagne and spirits served straight (Absolut Vodka, Ballantine’s) or in cocktails (Havana Club, Malibu, Olmeca tequila).

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