Pernod Ricard whiskey Influencer Marketing- AVOCADOGIANT

Pernod Ricard Korea

YouTube Influencer Marketing

Over the past few years, as the trend of drinking alone has continued to move beyond home drinking and home parties, the demand for alcoholic beverages among the MZ generation has exploded. Various types of whiskey, such as bourbon whiskey, Irish whiskey, and non-Scotch whiskey, have also gained popularity and interest.

In order to not miss this trend, global liquor company Pernod Ricard Korea launched a digital campaign with influencer marketing agency Avocado Giant to make its whiskey products known to the public.

There are many restrictions on liquor marketing compared to other products. So the method Avocado Giant chose was liquor influencer marketing, which is relatively free and can be approached without burden with interesting content.

How did liquor marketing work, captivating both whiskey lovers and whiskey beginners?

Whiskey company Pernod Ricard Korea's liquor influencer marketing strategy

Global liquor company Pernod Ricard Korea

(Source: Pernod Ricard Korea official website)

To introduce global liquor company Pernod Ricard Korea’s Scotch whiskey, Irish whiskey, and bourbon whiskey,

1️⃣ We selected a whiskey-specialized YouTube channel that can target the 25-44 age group, which consumes a lot of whiskey,
2️⃣ We planned a mid- to long-term unit campaign that distributes content once a month for a total of 5 months from August to the 12th to reduce fatigue from advertising consumption.

We aimed to arouse curiosity in whiskey beginners and build anticipation in whiskey lovers through consistently distributed branded content.

Pernod Ricard Koreax Water of LifeBranded Content Marketing

Whiskey expert YouTuber liquor influencer marketing
(Source: Water of Life YouTube)

Life Water, a whiskey expert YouTube channel with 221,000 subscribers, has made its first start. In August 2023, Life Water uploaded a video titled Whiskey Three Kingdoms, comparing the characteristics of whiskey from each country.

We conducted content where we personally tasted three products: Rabbit Hole, Redbreast, and Abelauer and explained their features in detail.

This video attracted a lot of attention from the main target audience, with 21,000 views, 310 likes, and 171 comments.

Mainstream YouTuber Influencer Marketing
(Source: Water of Life YouTube)

Pernod Ricard Korea x 14FJurak World YouTube PPL Marketing

In September 2023, MBC News introduced the Jurak-i World corner content of the highly reliable 14F channel.

YouTuber Jurak-i World's mainstream influencer marketing

(Source: 14F YouTube)

Reporter Seungwon Cho, a liquor expert, explains the history of whiskey, and it consists of content that will be interesting even for those who don’t enjoy whiskey. A comment event was also held to encourage participation from subscribers

The Jurak-i World video recorded 150,000 views, 2.6 thousand likes, and over 600 comments, showing great performance.

Pernod Ricard Korea x Juryuhak YouTube Marketing

The last one was decorated by the Introduction to Liquor Studies YouTube channel with 357,000 subscribers. A total of 3 videos were uploaded sequentially from mid-September to December 2023.

Pernod Ricard Korea x juryuhak Influencer Marketing (Source: juryuhak YouTube)

Pernod Ricard Korea x juryuhak Influencer Marketing
(Source: juryuhak YouTube)

In the first and second videos, we introduced Scotch whiskey Abelauer and Irish whiskey Redbreast, respectively.

We told the story of the birth of each whiskey and also explained the characteristics in detail after tasting the product.

juryuhak Whiskey Influencer Marketing
(Source: juryuhak YouTube)

The last video ended with an interview with the master blender and distiller who oversee the Irish whiskey distillery.

It successfully built a trustworthy and friendly brand image while providing subscribers with professional information about Irish whiskey and solving their curiosity.

Juryuhak videos each generated positive records of over 90,000 views, 40,000 views, and 100 comments.