Key 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 out their wine and spirit consumption habits.

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 or margaritas made with Olmeca tequila), a simple glass of Jameson whiskey or beer.

Aperitif

Very popular with consumers, the aperitif is a moment to relax and be oneself. 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 one’s appetite before an evening meal.

WHO?
All generations, with friends and family.

WHERE?
Mainly 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.

Cocktail Party

A cross between aperitif and dinner, a cocktail party can be organised for a personal (birthday) or professional (opening) occasion. It affords an opportunity to meet new people while enjoying a combination of cocktails and nibbles.

WHO?
Between loved ones, co-workers or acquaintances.

WHERE?
In Europe and English-speaking countries.

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

Dinner

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.

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 among 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?
Whiskies (Royal Salute or Chivas Regal), cognacs (Martell) and local alcohols.

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).

Discover our 2017-2018 Integrated Annual Report

Excessive drinking is dangerous for the health; alcoholic beverages should be consumed with moderation.

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