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CRM at Pernod Ricard Europe

Vasilis Tsikkinis
Head of Trade Marketing

The information from update is critical for our investment decisions.

CRM that raises the spirits

Pernod Ricard, the world’s second-largest manufacturer of spirits, has relied on the update CRM system since 2004. New markets in Southern and Eastern Europe and economically challenging times have given the impulse to further enhance the CRM system, which plays a key role as a tool for market penetration.

Introducing the CRM system enterprise-wide represented an important challenge, as the requirements in the different countries varied greatly. The CRM project was initiated by IT managers in five European branch locations, who wanted to share best practice knowledge and reduce costs through a joint approach. The project team’s goal was to create a core model or kernel into which they could embed the individual countries’ requirements.

Areas of application: Sales | Service
Number of users: 535
Installations: 9 countries, additional 5 in 2012
Solution: update.seven


  • An international core solution, centrally hosted
  • Country-specific features, such as store check
  • Clear overview of order situation
  • Deep customer knowledge informs investment decisions
  • Flexible adaption to market changes
  • Attuned to different sales structures
  • Quick roll-out

About Pernod Ricard Europe

Created in 1975 by the link-up of the Pernod and Ricard companies, Pernod Ricard is now the co-leader of the Wine & Spirits industry. Since its beginning, and particularly over the last ten years of rapid acquisitions, Pernod Ricard has built a unique portfolio of Premium brands on an international scale. This portfolio covers all Wine and Spirits categories and is now illustrated by the ‘The House of Brands’ concept. The ‘House’ classifies the Group’s priority brands into three segments: the ‘Top 14’, which consists of 14 strategic spirits and champagne brands; the Wine segment, with its four Premium wine brands; and the 18 key local brands. The Top 14 include two global Icons - ABSOLUT vodka and Chivas Regal Scotch whisky; seven Premium spirits brands - Ricard pastis, Ballantine’s Scotch whisky, Jameson Irish whiskey, Havana Club rum, Beefeater gin, and Malibu and Kahlúa liqueurs; and, lastly, five Prestige spirits and champagne brands - Martell cognac, The Glenlivet and Royal Salute Scotch whiskies, and G.H. Mumm and Perrier-Jouët champagnes.


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