Diageo Pernod Ricard Marketers Global Spirits Brands Localizing Advertising Campaigns Emer Q34260185

1. Why are Diageo, Pernod Ricard, and other marketers of globalspirits brands localizing advertising campaigns in emergingmarkets?

2. How do consumption habits for products such as Scotch whiskeyvary from country to country?

3. Why are some spirits products and brands strictlylocal—pastis in France, for example, or Moutai—whereasothers have global potential?

4. What strategies should Diageo, Pernod-Ricard, and other Westernspirits brands pursue in China?

Expert Answer

Ans 1: DIAGEO, founded in 1998, is a global brand full of richtraditions. Some of its brands include Guinness stout, Red Stripe,Johnnie Walker, Smirnoff, Captain Morgan, Crown Royal, &Baileys to name a few. Pernod Ricard, an older, globally successfulFrench company boasts brands