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How Pernod Ricard Turned Wicked Fandom into Holiday Sales
Дата публикации: 23-09-2026 04:00:00

Pernod Ricard's Wicked-themed holiday campaign turned a declining spirits market into an 85 percent sales surge. By aligning ABSOLUT, Kahlúa, Malibu, and Jameson with one of the season's biggest cultural moments, the brand may have redefined how legacy spirits compete during the holidays.

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In a difficult spirits market, Pernod Ricard used entertainment IP, retail theater, and cultural timing to turn a crowded holiday season into an 85 percent sales lift

Pernod Ricard's Wicked-themed holiday campaign turned a declining spirits market into an 85 percent sales surge. By aligning ABSOLUT, Kahlúa, Malibu, and Jameson with one of the season's biggest cultural moments, the brand may have redefined how legacy spirits compete during the holidays.

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