Patricia Cardoso, new CEO of Pernod Ricard Andina, says there are opportunities to develop the spirits market in Colombia. One involves educating consumers about cocktail options, he says.
What is your trajectory?
I’m Brazilian, a business administrator and I’ve been with the group for almost 17 years. I had the opportunity to create many jobs in Brazil and Spain and now in Colombia, more precisely in the entire Andean region. I am happy about this new responsibility.
How do you find the market?
The spirits category is very dynamic, where there are great opportunities for growth for Pernod Ricard. Many memorable experiences for our consumers with the portfolio we have, which is very wide and has a lot of versatility for different expenses, tastes and moments. I believe the strength of our portfolio, aligned with the experience consumers are looking for in spirits, is what will drive us to grow in the future.
How do you define the portfolio you have for these countries?
Its strength is that it is broad and versatile. In whiskey we have brands like Chivas and The Glenlivet, there are tequilas, gins.
If you’re going to a barbecue, a party with friends, or a dinner party, you might be looking for different things. We can offer different options.
When you think about the global portfolio, how far do our countries need to cover it?
On the positive side, we adapt to the tastes of consumers locally. It is clear that in Colombia the whiskey category is very important and it depends on the taste of the consumer, but we are seeing the progress and growth of agave.
(See: Colombia, “the only country in the world” where CEOs are treated like “celebrities”).
The category that has to do with tequila and mezcal is developing a lot. And rums, with La Hechicera, the last acquisition we made a few years ago.
There are categories that people want to approach. So it’s about getting to know the local consumer and bringing news.
Which one is the latest?
On a side note, I will tell you that within the framework of agave, we are bringing Ojo de tigre, a very important artisanal mezcal, to our portfolio, we introduced it in November.
The taste is quite democratic, because it is very easy for the novice consumer to mix, make cocktails and drink as a drink.
Patricia Cardoso, CEO of Pernod Ricard Andina
Courtesy
How do you use the end of the season?
At a time that is very important for us and the whole industry, because consumers are looking for new products, sharing moments with their friends, and that’s when we need to support them and offer them experiences. It’s a strong season that will bring us more participation, that’s what we’re focused on.
What else will they have at this point?
Limited edition, gift products. For example, we take Chivas House in Cali, an event we do on December 25th. Just this week at ArtBo in Bogotá, we are with Chivas 18. To give examples of moments to fall in love and enchant consumers.
(See: These are the deals offered by the Hilton chain with the arrival of Black Friday).
Is the consumer receptive?
I find that he is open to new suggestions and experiences. I have no doubt that they are ready for the news and even waiting for it.
Are you already feeling the restrictions in spending?
In a dynamic market with such consumer versatility that there is something for everyone. What is certain is that people are looking for quality. We have that difference, our products are of extreme quality. I see the glass as half full and what happens is that the consumer is looking for solutions based on the moment of consumption and their spending options.
What would your trade balance be in 2023?
We are in a good moment, we are gaining participation. Each Latin American market has its own dynamics. Liquor penetration is small, evolving and growing. Colombia has many opportunities for our portfolio. The country has consumers developed in category knowledge.
What are the industry challenges in the country?
I would say that educating consumers on how to make good cocktails is something that is strongly developed today. It is important for people to know that there is versatility when it comes to consuming our products.
(See: Camila Martínez, Pioneer of Technological Innovation in Aesthetic Health in Colombia).
How does inflation affect it?
We follow what costs and prices tell us. It is true that we had to make some increases, but we always looked at the benefit to the consumer. Our great concern is that we guarantee a product for all consumer spending options.
(See: Banco Popular obtained administrator status of Corficolombiana).
Constanza Gómez Guasca
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