The WARC Podcast The Effective CMO: Pernod Ricard's Matt Foley
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Jan 15, 2026 Matt Foley, formerly VP Marketing for American Whiskey and Agave Brands at Pernod Ricard, shares insights on navigating the evolving landscape of premium alcohol marketing. He discusses the importance of brand distinctiveness and the impact of consumer trends like wellness and social intimacy. Matt delves into the role of AI in segmentation and personalized content, while cautioning against losing brand identity. He highlights the power of nostalgia in reviving brands and the potential of escapism in marketing, emphasizing the necessity of authentic creator partnerships.
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Marry Brand And Commercial Execution
- Effective marketing pairs strong brand building with seamless commercial execution across the full consumer journey.
- Build mental availability and ensure physical availability to convert demand at the right moment.
Four Consumer Shifts Shaping Strategy
- Value-seeking, wellness, social intimacy shifts, and Gen Z multiculturalism are reshaping consumer behavior.
- Marketers must adapt formats, innovation, and multicultural strategies to meet these evolving needs.
Deliver Value Through Formats And Innovation
- Offer formats that deliver perceived value like smaller sizes and cross-category partnerships.
- Use innovation to lower barriers to trial and provide clear consumer value beyond price cuts.