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Pernod Ricard
Case: Pernod Ricard

Improving Pernod Ricard's digital presence with Petra Digital Agency

Pernod Ricard's website
Pernod Ricard, a global leader in the spirits and wine industry, embarked on a transformative journey in collaboration with Petra Digital Agency to elevate their digital landscape and improve their digital presence within the B2B market. The goal was to increase the traffic as well as making the webpages more seamlessly managed.

Company background

Pernod Ricard is an industry leader in spirits and wine and is renowned worldwide for its exceptional portfolio of premium beverages. With a strong commitment to quality, innovation, and responsible consumption, Pernod Ricard boasts an impressive array of internationally acclaimed brands, including Absolut Vodka, Jameson Irish Whiskey, Chivas Regal, and Martell. Operating across over 85 countries and headquartered in Paris, France, the company's success is built on a distinct entrepreneurial spirit, unwavering craftsmanship, and a profound understanding of local cultures and preferences.

The challenges

In early 2022, Petra Digital Agency embarked on a collaborative partnership with Pernod Ricard in Northern Europe. Pernod Ricard faced several challenges within their B2B web landscape at that juncture. Their existing web pages presented an outdated customer experience design, and the company wanted to attract more customers in the hotel, restaurant, and catering sectors. Additionally, there was a need for a remake and update of the user experience. Further complicating matters was the fragmented digital landscape, impeding efficient digital channel management.

The solution

To address Pernod Ricard Northern Europe's challenges, Petra Digital Agency adopted a service design approach as the foundation for the concept design. This approach, equivalent to a co-creation process, deeply involved the client organization and entailed an analysis informed by customer insights gained from interviews. Conduction of interviews with approximately 20 stakeholders across Pernod Ricard Northern Europe's marketing and sales functions yielded new and confirmed customer preferences, thereby enhancing the overall customer experience solution. Detailed mappings of user journeys and tasks paved the way for optimized goal attainment on specific web pages.

The concept design phase condensed these insights. It was crafted with versatility in mind, facilitating easy customization. Rather than fixed pages, the website was conceived with a flexible framework comprising template pages and various individual components adaptable in diverse ways, offering web editors and backend developers ample scope to create unique layouts. While accommodating diverse layouts, adherence to brand guidelines ensured a coherent and robust brand identity.

The benefits of flexibility embedded in the concept design also made it easier to adapt the website to local country requirements and customer preferences. This approach facilitated the creation of unique product catalogues tailored to distinct markets, thereby assuring a relevant selection for the customers. For instance, the product catalogue pages on the Swedish site are linked to Systembolaget, providing customers with real-time updates on stock availability and pricing details.


Emanating from the concept design, Petra Digital Agency delivered a WordPress-based web solution tailored for all seven Northern Europe markets. This encompassed a well-structured backend with functionalities for content updates and multilingual management. The backend interface, intuitive for web editors, translated to a frontend user experience that left a positive imprint on visitors and fostered engagement.

The outcomes aligned with the project's goals are noteworthy:

  • A significantly enhanced digital customer experience within the B2B market.

  • Increased website traffic and engagement metrics.

  • Localization of webpages for Northern Europe markets, ensuring relevance.

  • Elevated brand awareness.

The collaborative venture with Pernod Ricard yielded invaluable expertise and a strong partnership underscored by effective teamwork. Petra Digital Agency looks forward to continuing this vital and dynamic collaboration as they chart a course toward new and exciting projects together.

Martin Lundström
For more about this, contact

Martin Lundström

Account Director
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