I N V E S T I N L O N D O N C O N N E C T W I T H T H E W O R L D
01 EXECUTIVE SUMMARY PAGE 4–5
02 OVERVIEW PAGE 6–13
03 PROGRESS PAGE 14–23
04 ACHIEVEMENTS PAGE 24–131
05 LE CERCLE PAGE 132–139
06 COMPETITORS PAGE 140–145
07 THE YEAR AHEAD PAGE 146–151
EXECUTIVE SUMMARY
01 E X E C U T I V E S U M M A R Y
MISSION LONDON CONTINUES TO DELIVER IMPRESSIVE DISTRIBUTION, VISIBILITY AND ACTIVATION OF THE LE CERCLE PORTFOLIO IN LONDON, THE SINGLE BIGGEST CENTRE FOR HIGH NET WORTH INDIVIDUALS (HNWI) GLOBALLY
I’m pleased to report on another successful year for Mission London. We continue to make good progress against our key quantitative targets of London Premium Market share (currently 15.5%) as well as having the highest distribution of the Le Cercle portfolio globally (minimum distribution of any Brand now 61%). We have also been successful at achieving at least one lighthouse account for all of the Le Cercle Brands during the year, partnering with some of the most iconic on and off trade outlets in the Capital. Our key relationships in the London trade continue to get deeper. We have continued to maintain a close working relationship with our major partners from the previous year such as Caprice Holdings, The Ritz, Harrods, The Groucho Club and The Box as well as winning developing new partnerships with likes of The Ned (Soho House Group), Swift (Tales of the Cocktail Award Winner) & The Bulgari Hotel.
A LL EE XX A AN ND DR R EE SS TT A AA AR R TT JJ EE SS A AN ND D JJ O ON NA A TT H HA AN N SS II M MM M SS A
5
LUKE MCFAYDEN, MATTHEW EDWARDS, CLAIRE WEST, FABIEN MANCEAU, JULIE LIONS, DANNI VEAL, ROB DUNGATE, ANTHONY GORDON, GEORGINA TOWNEND
The year was very successful in terms of the key activations that we placed in trade across all the Le Cercle portfolio. The number and quality of these bespoke activations are something that the UK team are particularly proud of, as it is becoming increasingly challenging to find activity that meets our needs to show case our brands, with the needs of our customers, who want discrete, bespoke activation. As you will see from range and depth of activity we have put into market, from the Perrier-Jouët Belle Epoque Champagne Slipper at 34 Mayfair, the augmented reality cocktails at City Social and the Martell Cognac Suite at The Mondrain Hotel, we are leading the market at finding this delicate balance. Likewise, the brand presence and activation that was delivered through the Perrier-Jouët sponsorship at both the Masterpiece arts event and Boodles tennis tournament delivered fantastic brand in hand experiences with our target consumers. We are also extremely pleased with the continued development of our luxury brand partners programme which continues to flourish with partnerships with leading global brands, such as Rolls Royce, Paul Smith, Christie’s & Barclays Wealth. During the year we also launched The House our digital expression of our HNWI engagement strategy, allowing us to not only have an on-going dialogue with these consumers, but also to sell them our Luxury Brands & Experiences.
Looking forward to FY18, whilst the overall ambition of Mission London remains the same, we have made some significant changes to our organisation and strategy. Firstly, all of the team that were working on luxury across the various functions in PRUK have been brought together into one Prestige team in the newly formed Business Development Department. We believe joining the commercial and marketing teams together in this way will bring us significant co-ordination, planning and investment benefits. Secondly, we have reviewed our areas of focus and will put more of our resource into supporting the Iconic Clubs Trail programme in the top London nightclubs, as well as the continued development of our Luxury partnerships & HNWI engagement programmes. Finally, I would just like to say that the continued success of Mission London has involved the hard work & creativity of a very wide team, not just in the UK, but with our colleagues across the globe – your continued support is greatly appreciated.
6
L O N D O N C I T Y
F O R
W E A L T H Y
7
R E M A I N S T H E
A
K E Y
W O R L D ’ S
C I T I Z E N S
02 OVERVIEW
8
OVERVIEW
02 T H E
W O R L D ’ S T O P
T H E F R O M
L A T E S T F R A N K
G L O B A L
C I T Y R E S U L T S
K N I G H T ’ S
C I T I E S
MONITORING
S U R V E Y
THE CITIES THAT MATTER TO THE WORLD’S WEALTHY
URBAN POWER THE KNIGHT FRANK CITY WEALTH INDEX 2017 OVERALL
CITY
REGION
1
LONDON
EUROPE
2
NEW YORK
3
FUTURE
CONNECTIVITY
2
1
1
2
NORTH AMERICA
1
2
2
1
HONG KONG
ASIA
3
8
6
4
4
SHANGHAI
ASIA
7
11
3
3
5
LOS ANGELES
NORTH AMERICA
5
3
9
8
6
SINGAPORE
ASIA
9
7
7
6
7
SAN FRANCISCO
NORTH AMERICA
4
6
12
7
8
BEIJING
ASIA
6
14
4
5
9
TOKYO
ASIA
10
12
5
10
10
CHICAGO
NORTH AMERICA
12
9
13
14
11
SYDNEY
AUSTRALASIA
17
4
15
13
12
PARIS
EUROPE
16
5
10
20
13
FRANKFURT
EUROPE
14
13
14
16
14
SEOUL
ASIA
13
15
16
12
15
TAIPEI
ASIA
18
18
8
19
16
DUBAI
MIDDLE EAST
19
19
11
17
17
GENEVA
EUROPE
8
17
20
9
18
ZURICH
EUROPE
11
20
19
11
19
HOUSTON
NORTH AMERICA
15
16
18
15
MELBOURNE
AUSTRALASIA
20
10
17
18
20
9
CURRENT
INVESTMENT
RANK
SOURCE: KNIGHT FRANK RESEARCH, N E W W O R L D W E A L T H , S A B R E , REAL CAPITAL ANALY TICS
WEALTH
KEY
WEALTH
TOP 5 CITIES FOR EACH FACTOR
Since it was first published 10 years ago, The Wealth Report has highlighted the most important cities for the world’s wealthiest individuals. This has been re-evaluated and a new measure introduced – the City Wealth Index.
The world’s wealthy are a footloose group, and the place they call home is only a starting point when trying to unravel the locations that most resonate with them.
So, how to identify the world’s leading wealth centre? The obvious response is to look at where the wealthy live. On that basis, the answer is New York, with its 6,570 UHNWI residents easily outranking London’s still respectable 4,750. However, this only gives us part of the picture.
THE CITY WEALTH INDEX USES FOUR CRITICAL MEASURES TO IDENTIFY THE CITIES THAT MATTER TO THE WEALTHY
CURRENT WEALTH The current population of UHNWIs.
INVESTMENT The total amount, in us$, of private investment in property during 2016, weighted in favour of those markets with a high proportion of cross-border inbound investment.
CONNECTIVITY The number of inbound and outbound first and business class flights in 2016 (illustrated in more detail opposite).
FUTURE WEALTH A forecast of each city’s UHNWI population in 2026, weighted in accordance with the findings of our Attitudes Survey.
USING THIS METHODOLOGY, LONDON EMERGES JUST AHEAD OF NEW YORK OVERALL WITH TOP SCORES FOR BOTH INVESTMENT AND CONNECTIVITY
10
OVERVIEW
02 M A K I N G
T H E
C O N N E C T I O N A
U N I Q U E
T H E T H E
W O R L D N U M B E R
A N D
V I E W
O F
B A S E D
O N
O F
B U S I N E S S
P A S S E N G E R S
F I R S T C L A S S
F L Y I N G
B E T W E E N G L O B A L
K E Y
H U B S
INTERPRETING THE DATA Using data assembled exclusively for The Wealth Report showing the number of first and business class passengers travelling between key global cities, we are now able to see the connections between cities in a far more accurate way than has been possible before. This network graph illustrates two key relationships: the level of connectivity of each individual city; and the volume of passenger flows between cities. The most connected cities in the network are enlarged and drawn to the centre of the graph, while those with fewer connections shrink and are pushed to the periphery. The proximity of cities reflects the volume of traffic between them: the greater the number of passengers, the closer the cities will be, and the thicker the connecting line. Sub-networks of cities that are particularly densely connected are grouped by colour.
11
It is the combination of these relationships that gives rise to the hub-and-spoke effect that can clearly be seen in the graph, with a relatively small number of very well connected cities acting as gateways to less well connected satellites. Miami’s status as a hub for Latin American wealth is clearly shown, for example, as are the vital roles played by London, New York, Hong Kong and Singapore in this critical global network.
BOGOTÁ
BUENOS AIRES MEXICO CITY
RIO DE JANEIRO MIAMI
BARCELONA
SÃO PAULO
MADRID
BRUSSELS
CAPE TOWN BARBADOS
ABU DHABI CHICAGO
HOUSTON
DUBLIN
EDINBURGH
GENEVA
DUSSELDORF
CANNES TEL AVIV
ATLANTA TORONTO
SEOUL DALLAS SEATTLE
NEW YORK LONDON
MUNICH
BERLIN
HAMBURG
LOS ANGELES MOSCOW
DOHA AMSTERDAM
ROME
VANCOUVER ZURICH
ISTANBUL MILAN
SAN FRANCISCO PARIS
FRANKFURT
CHENNAI RIYADH MUMBAI
AUCKLAND DUBAI SYDNEY
SINGAPORE BENGALURU
DELHI
MELBOURNE PHUKET
HONG KONG
TOKYO MUSCAT
BALI JAKARTA BANGKOK WASHINGTON DC
KUALA LUMPUR OSAKA
MANILA
HO CHI MINH CITY
TAIPEI SHANGHAI BEIJING
FUZHOU DALIAN
QINGDAO
NANJING
GUANGZHOU
CHENGDU HANGZHOU TIANJIN
CHONGQING WUHAN SHENZHEN
SOURCE: KNIGHT FRANK RESEARCH
XIAN
WENZHOU
12
OVERVIEW
02 V I S I O N T O G L O B A L O U R
B U I L D
T H E
I M A G E L E
C E R C L E
P O R T F O L I O D R I V E
O F
A N D
L O C A L
P E R F O R M A N C E
THIS WAS TO BE MEASURED AGAINST THREE PERFORMANCE INDICATORS
INCREASE LONDON PREMIUM SPIRITS SHARE GROWTH FROM 12% TO 20% BY 2020
LE CERCLE PORTFOLIO OF BRANDS PROMINENT IN 75% OF LONDON ICONIC ACCOUNTS BY 2020
ACHIEVE ONE LIGHTHOUSE ACCOUNT FOR EACH LE CERCLE BRAND
ACROSS PRESTIGE RETAIL’S ICONIC LONDON RETAILERS THE OBJECTIVE IS TO SHOWCASE OUR LUXURY CREDENTIALS AS WELL AS CREATING UNIQUE AND INNOVATIVE SHOPPER EXPERIENCES, MAXIMISING CONSUMER TOUCH POINTS WITHIN THE RETAIL JOURNEY
13
O B J E C T I V E T O
B E
T H E
P L A Y E R
I N
D O M I N A N T P R E S T I G E L O N D O N
W H Y
B U I L D
G L O B A L
I M A G E
O F
D R I V E
O U R
P R E S T I G E
P E R F O R M A N C E
B R A N D S L O C A L L Y
P R I N C I P L E S
C O N S U M E R W O R T H
–
T A R G E T
I N T E R N A T I O N A L
H I G H
N E T
I N D I V I D U A L S
P R E S T I G E L O N G
L E D
P O R T F O L I O
T E R M
A P P R O A C H
I N V E S T M E N T
14
W I T H
I N C R E A S E D
G R O W T H
A N D
M I S S I O N
L O N D O N
T O
D E L I V E R
V O L U M E
D I S T R I B T I O N , G R E A T
C O N T I N U E S R E S U L T S
03 PROGRESS
PROGRESS
03 R E S U L T S K P I I N C R E A S E S P I R I T S
P R E M I U M
S H A R E
F R O M
# 1
1 2 %
G R O W T H T O
2 0 %
PERNOD RICARD UK ARE THE NO.2 PREMIUM SPIRITS SUPPLIER FOR LONDON PERNOD RICARD UK
BACARDI BROWN FORMAN 27.3%
12.3%
24.5%
13.3%
20.6%
14%
19.6%
15.7%
20.8%
DIAGEO
MAXXIUM 9.8% 9.4% 10.8%
17
15.5%
12.5% 13.2% 13%
11.5%
12%
11.7%
10.6%
PERNOD RICARD UK ARE THE NO.2 PREMIUM SPIRITS SUPPLIER FOR LONDON
18
PROGRESS
03 R E S U L T S K P I L E
C E R C L E
# 2
P O R T F O L I O
PROMINENT IN
75%
OF LONDON ACCOUNTS BY 2020
NUMERIC DISTRIBUTION 30.6.14
30.6.15
18.8.16*
19.9.17*
ABSOLUT ELY X
43%
60%
61%
72%
11%
CHIVAS REGAL 25
29%
58%
70%
73%
3%
MARTELL CORDON BLEU
18%
47%
72%
77%
5%
MARTELL XO
46%
61%
64%
70%
6%
PJ BELLE EPOQUE & ABOVE
32%
57%
64%
64%
0%
PLYMOUTH
57%
79%
98%
92%**
-6%
ROYAL SALUTE 21
29%
64%
77%
81%
4%
THE GLENLIVET 18 & ABOVE
26%
52%
59%
61%
2%
*Based on 64 Iconic accounts in London **Plymouth removed from Nobu restaurants and
19
19.9.17 V 18.8.16
BRAND
W hotel due to shortage of bar shelf space
PERCENTAGE POINT INCREASE
R E S U L T S K P I A C H I E V E L I G H T H O U S E
BRAND
NO OF LIGHTHOUSE
P E R
# 3
O N E
B R A N D
FY17 LIGHTHOUSES
PERRIER–JOUËT
7
Garden of Live Flowers (Sanderson) / “The Sashay” Augmented reality cocktail (City Social) / Rupert Sanderson “Slipper” serve (Restaurant 34) / Searcy’s Christmas take-over / Photo-booth (Drama) / Champagne of the Month – The Ritz and Fortnum & Mason
CHIVAS REGAL
1
Ultis Masterclass (Hedonism wines)
ABSOLUT ELY X
9
Martini Trunk at Chiltern Firehouse / “Taste the Rainbow Room” Augmented reality cocktail (City Social) / “Hynoid state” cocktail serve (Shangri-la) / “Aldwych Mule” serve (One Aldwych) / Street Food cocktail pairing (The Corinthia) / “The Waltz of the Snowflakes” serve (Scarfes bar) / Sexy Brunch (Sexy Fish) / Photo-booth (Drama)/ Window display at Selfridges
ROYAL SALUTE
4
“Start me up” serve (Scarfes bar) / The Art of entertaining window at Harrods / The Whisky shop window / 30-year-old Flask edition launch at Bulgari & exclusivity at Harrods
PLYMOUTH
7
Negroni trolley (The Bulgari Hotel) / “Sea Marshall” Augmented reality cocktail (City Social) / Centennial cocktail menu (The Ivy) / Street Food cocktail pairing (The Corinthia) / “Take a Chance on me” serve (One Aldwych) / “Seaside in the Sky” (The Gherkin) / “East India Cobbler” and “Viridius” cocktails (Claridges)
MARTELL
3
Martell suite at the Mondrian hotel / “Forged by Flames” (Artesian) / Intense heat exclusive launch at Fortnum & Mason
THE GLENLIVET
1
Whisky pairing event for HNWI’s at Spencer House
20
PROGRESS
03 B O O R E V I E W
A N D
R E S U L T S
75%
LAST YEAR WE TARGETED O U R S E LV E S O N REACHING 75% IN ICONIC VENUES FOR ABSOLUT ELYX, CHIVAS 25 AND MARTELL XO
INCREASED FOCUS ON ICONIC CLUB TRAIL HAS DELIVERED SIGNIFICANT GROWTH FOR BELLE EPOQUE AND ABSOLUT ELYX
%
WE MANAGED 72%, 73% AND 70% RESPECTIVELY, WHILST
DISTRIBUTION ON PLYMOUTH REMAINS HIGH AT 92%,
ROYAL SALUTE AT 81% AND CORDON BLEU AT 77%
A FOCUS ON COMPLEMENTARY PRESTIGE PRODUCTS HAS ALLOWED FOR A WIDER REACH AND INCREASE IN ACTIVATIONS
21
CHALLENGES / OPPORTUNITIES TO 2020 BACARDI HAVE COME BACK STRONG TO RECAPTURE SOME OF THEIR MARKET SHARE, PERNOD RICARD UK HAVE MANAGED TO BROADLEY MAINTAIN SHARE IN A VERY COMPETITIVE MARKET LVM H S E T T O I N V E S T B E H I N D T H E H A R R O D S S P I R I T S R O O M PRESTIGE TEAMS NOW INTEGRATED UNDER ONE REPORTING LINE TO ENSURE A MORE 360 APPROACH PORTFOLIO MANAGEMENT AND FOCUS: ON TRADE TEAM SPLIT INTO HIGH AND LOW ENERGY WITH SPECIFIC KPI’S TO ENSURE BRANDS ARE ACTIVATED IN THE RIGHT PLACE
“FEWER, BIGGER, BETTER” APPROACH TO ACTIVATIONS
22
PROGRESS
03 R E S U L T S V O L U M E P E R F O R M A N C E R E V I E W
+50% GROWTH ACROSS LE CERCLE VERSUS A14
BRAND
23
2014
2015
2016
2017
A17 VS A14
ABSOLUT ELY X
3 5 8
4 5 9
8 0 5
1 , 0 3 9
190%
CHIVAS REGAL 25 YO
5 1
8 6
6 2
8 5
67%
GLENLIVET 18 YO+
3 5 8
2 3 9
3 6 0
3 4 7
-3%
MARTELL XO
2 4 9
1 3 4
1 3 4
1 3 6
-46%
PJ BELLE EPOQUE
9 4 6
9 2 5
8 1 9
8 6 5
-9%
PLYMOUTH
2 , 8 5 6
2 , 8 6 2
3 , 4 5 5
4 , 7 8 4
68%
ROYAL SALUTE
1 0 5
9 5
1 2 3
1 5 3
46%
GRAND TOTAL
4 , 9 2 3
4 , 8 0 1
5 , 7 5 7
7 , 4 0 8
50%
24
A
T R E M E N D O U S
O V E R
4 0
E V E N T S L E
Y E A R
A C T I V A T I O N S S H O W C A S I N G
C E R C L E
L O N D O N ’ S
O F
H A N D S O U R
A N D T H E
P O R T F O L I O M O S T
E S T A B L I S H M E N T S T H E
W I T H
&
H N W I
I N
I C O N I C A N D
I N
H E A R T S A U D I E N C E
04 ACHIEVEMENTS
WINS
04
C O P P E R I T
M A K E S B E T T E R
ALFRED’S AT DUNHILL STORE
27
BOURDON HOUSE AT 2 DAVIES STREET IN MAYFAIR IS HOME TO THE ALFRED DUNHILL STORE, SPECIALIZING IN MEN’S LUXURY LEATHER GOODS, FRAGRANCES AND CLOTHING, AND THE PRIVATE MEMBERS’ CLUB “ALFRED`S” SEDUCED BY THE QUALITY OF THE PRODUCT AND THE BRAND WORLD, THE VERY EXCLUSIVE MEMBERS’ CLUB HAS CHOSEN TO CHANGE ITS HOUSE POURING VODKA TO ABSOLUT ELYX IN ADDITION, LE CERCLE FEATURES INCLUDE (NEW DISTRIBUTION AND LISTINGS): MONKEY 47, PERRIER-JOUËT BLANC DE BLANCS AND BELLE EPOQUE, HAVANA CLUB 15 YEARS OLD GREAT VISIBILIT Y FOR ABSOLUT ELYX AND A GREAT WIN FOR THE PRESTIGE TEAM AS THIS DEMONSTRATES THE POWER OF RELATIONSHIP BUILDING WITH AN ACCOUNT, THROUGH THE SUPPORT OF EVENTS SUCH AS THE PRE-BAFTA AWARDS PARTY
GREAT VISIBILITY FORABSOLUT ELYX
28
WINS
04
N E W
I C O N I C
P A R T N E R S H I P
F O R
P E R R I E R - J O U Ë T THE LANGHAM HOTEL
29
ANNOUNCING THE NEW PARTNERSHIP BETWEEN THE LANGHAM HOTEL & PERRIER-JOUËT CHAMPAGNE AFTER A YEAR OF CUSTOMER RELATIONSHIP BUILDING, EVENT SPONSORSHIP AND STAFF ENGAGEMENT THE PRESTIGE TEAM ARE DELIGHTED TO CONFIRM THAT PERRIER-JOUËT WILL BE HOUSE POURING CHAMPAGNE AT THE ICONIC LANGHAM IN LONDON THE LANGHAM LONDON IS ONE OF EUROPE’S FIRST LUXURY HOTELS THAT OPENED IN 1865 AND IS MOST
DURING THE 2-YEAR PARTNERSHIP, THE LANGHAM ARE SET TO DELIVER 2,500 X 9L ACROSS THE PERRIER-JOUËT RANGE
WELL- KNOWN FOR ITS ELEGANT ROUX AT THE LANDAU RESTAURANT AND WORLD FAMOUS COCKTAILS AT ARTESIAN BAR. THE HOTEL ALSO OFFERS AFTERNOON TEA AT THE PALM COURT, HAS 380 ROOMS, A SPA AND THE NEWLY OPENED WIGMORE TAVERN. A GREAT EXAMPLE OF COLLABORATIVE WORK AND SUPPORT FROM MMPJ
30
WINS
04
T H E
P E R F E C T
P A R T N E R
F O R
C H A M P A G N E P E R R I E R - J O U Ë T ONE ALDWYCH
31
ONE ALDWYCH OCCUPIES ONE OF LONDON’S STAND-OUT BUILDINGS AND FULL OF HISTORY WHICH SITS AT THE END OF THE STRAND, OPPOSITE WATERLOO BRIDGE. WITH OVER 400 PIECES IN THE HOTEL’S PRIVATE ART COLLECTION, GUESTS ARE ALWAYS EXCITED BY THE CONTEMPORARY ART AND SCULPTURE THAT IS ON DISPLAY THROUGHOUT THE PROPERTY THE FLOWERS AT ONE ALDWYCH ARE ONE OF THE HOTEL’S DEFINING FEATURES, FROM THE UNMISSABLE DISPLAYS IN THE LOBBY BAR TO THE INDIVIDUAL ARRANGEMENTS IN EACH BEDROOM THE HOTEL HAS THE RELAXED AND INFORMAL INDIGO RESTAURANT, GLAMOROUS LOBBY BAR, NEW BASQUE RESTAURANT ENEKO, AFTERNOON TEA, A CURZON CINEMA AND HEALTH CLUB
PERRIER-JOUËT GRAND BRUT AND BLASON ROSÉ ARE AVAILABLE BY THE GLASS WITH BELLE EPOQUE AVAILABLE BY THE BOTTLE 32
WINS
04
H I G H E S T B A R
I N
W E S T E R N E U R O P E SHANGRI-LA
33
SHANGRI-L A’S UK OUTPOST BOASTS ARGUABLY THE BEST VIEWS OF ANY HOTEL IN LONDON, WITH 360-DEGREE VISTAS OF THE CAPITAL FROM JUST ABOUT EVERYWHERE THAT MAKE A STAY HERE TRULY MEMORABLE. GONG BAR ON LEVEL 52 SERVES BEAUTIFULLY CURATED AND THEATRICAL COCKTAILS WITH AN ASIAN THEMED RESTAURANT ON LEVEL 35 CALLED TING. WITH OVER 200 ROOMS, INCLUDING 17 SUITES, AND A TOP-FLOOR INFINITY POOL AREA THERE IS PLENTY AT THE HOTEL TO ENTICE GUESTS PERNOD RICARD UK HAVE AGREED ABSOLUT ELYX AND HAVANA CLUB AS HOUSE POUR ACROSS THE HOTEL WITH COCKTAILS AT GONG BAR
ELYX AND HAVANA CLUB HOUSE POUR 34
WINS
04
T H E
B E S T
N E W
I N T E R N A T I O N A L C O C K T A I L B A R SWIFT
35
SWIFT IS THE HOTTEST NEW ADDITION TO THE CENTRAL LONDON DRINKING SCENE CREATED FROM THE COLLABORATION BETWEEN TWO COCKTAILING POWER COUPLES IN LONDON, EDMUND WEIL AND ROSIE STIMPSON BEHIND ORIOLE AND NIGHTJAR, AND MIA JOHANSSON AND BOBBY HIDDLESTON BEHIND MILK & HONEY. WITH THIS BACKGROUND, WE COULD EXPECT GREAT THINGS FROM SWIFT, AND INDEED THE BAR HAS JUST WON BEST NEW INTERNATIONAL COCKTAIL BAR AT THE 2017 EDITION OF TALES OF THE COCKTAIL COMPETITION IN NEW ORLEANS PERNOD RICARD UK HAS SECURED AN AGREEMENT FOR VODKA, GIN, RUM, WHISKY, CHAMPAGNE AND TEQUILA HOUSE POUR, PERRIER-JOUËT, ALTOS, ABSOLUT ELYX AND PLYMOUTH COCKTAILS WHILE YOU WILL BE ABLE TO ENJOY A GLASS OF PERRIERJOUËT OR A COCKTAIL UPSTAIRS WITH A FEW OYSTERS, YOU WILL BE DELIGHTED TO FIND A GREAT COLLECTION OF OUR IRISH WHISKEY RANGE IN THE DOWNSTAIRS AREA AND WE STRONGLY ADVISE YOU TO TRY ONE OF THE BEST IRISH COFFEES IN TOWN MADE WITH JAMESON CASKMATES
SWIFT NAMED BEST NEW INTERNATIONAL COCKTAIL BAR AT THE 2017 EDITION OF TALES OF THE COCKTAIL 36
WINS
04
P R U K N E W
S P I R I T S
P A R T N E R
I N
L U X U R I O U S K N I G H T S B R I D G E H O T E L THE BULGARI HOTEL
37
SITUATED IN THE HEART OF KNIGHTSBRIDGE, THE BULGARI HOTEL, LONDON FEATURES 85 BEAUTIFULLY APPOINTED SPACIOUS ROOMS AND SUITES, ELEGANT BAR AND RESTAURANT, A 30 YARDS SWIMMING POOL, PRIVATE CINEMA AND A STUNNING BALLROOM AN AWARD-WINNING ON-SITE SPA AND FITNESS CENTRE ARE ALSO ON SITE. HARRODS, HYDE PARK AND KNIGHTSBRIDGE ARE JUST A MINUTE’S WALK FROM THE HOTEL. THE MUSEUM DISTRICT OF SOUTH KENSINGTON AND THE ROYAL ALBERT HALL ARE ONLY A 15-MINUTE WALK AWAY. ABSOLUT ELYX, PLYMOUTH, HAVANA CLUB, OLMECA ALTOS AND CHIVAS REGAL ARE ALL HOUSE POUR ACROSS THE HOTEL WITH A FULL LIST OF COCKTAILS WITHIN THE PERNOD RICARD PORTFOLIO
RESTAURANT RIVEA MANAGED BY ALAIN DUCASSE’S PROTÉGÉ EXECUTIVE CHEF ALEXANDRE NICOLAS 38
WINS
04
N E W
M E M B E R S’
C L U B I N
T H E
O F
O P E N S H E A R T
T H E
C I T Y
THE DEVONSHIRE CLUB
39
PERNOD RICARD UK HAS WON IN THE CITY THIS YEAR IN THE PRESTIGE MEMBERS’ CLUB SCENE, ADDING DEVONSHIRE CLUB TO THE LIST SET ACROSS TWO FLOORS, THE MAIN MEMBER SPACES OF T H E C LU B L E N D T H E M S E LV E S P E R F E C T LY T O B E E N J OY E D FOR BOTH WORK AND PL AY. CONTAINING THREE LARGE, COMFORTABLE BARS, EACH WITH THEIR OWN STYLE AND CHARACTER; TWO UNASHAMEDLY LUXURIOUS LOUNGES; THE BRASSERIE SERVING DELICIOUS, SEASONAL DELIGHTS THROUGHOUT THE DAY; A BEAUTIFUL GARDEN ROOM THAT OPENS OUT ONTO A SPACIOUS OASIS OF GARDEN; A SUMPTUOUS FIRST FLOOR OUTDOOR TERRACE; AS WELL AS FOUR PRIVATE EVENT ROOMS – THE CLUB OFFERS MEMBERS ENDLESS OPPORTUNITIES FOR BOTH PLEASURE AND BUSINESS LE CERCLE FEATURES INCLUDE (NEW DISTRIBUTION & LISTINGS): PLYMOUTH, BELLE EPOQUE BRUT AND ROSÉ, CHIVAS REGAL 25 YEARS OLD, THE GLENLIVET 18 YEARS OLD & XXV, ROYAL SALUTE 21 YEARS OLD, CHIVAS REGAL THE ICON, HAVANA CLUB MAXIMO AND TRIBUTO 2016
CLASSIC COCKTAIL SERVES FEATURE HAVANA CLUB 3 YEARS OLD, BEEFEATER DRY & OLMECA ALTOS, MARTELL VSOP, PLYMOUTH AND ABSOLUT 40
WINS
04
T O N Y
C O N I G L I A R O
N E W
O P E N I N G S UNTITLED AND TERMINI CENTRALE
41
TWO NEW OPENINGS FOR DRINKS MAESTRO TONY CONIGLIARO THIS YEAR AND TWO NEW WINS FOR PERNOD RICARD SECURING PERRIER-JOUËT HOUSE POUR ON BOTH SITES ALONG WITH BEEFEATER DRY AND BEEFEATER 24, WYBOROWA, HAVANA CLUB 3 YEARS OLD AND SELECCION DE MAESTROS. UNTITLED IN THE VERY HIPSTER DALSTON NEIGHBOURHOOD WITH A VERY CREATIVE BUT VERY ‘MINIMAL’ COCKTAIL LIST AND TERMINI CENTRALE, A SLIGHTLY BIGGER REPLICA OF THE AWARD-WINNING BAR TERMINI IN SOHO TONY CONIGLIARO WHO DESIGNS ALL HIS COCKTAILS IN HIS LABORATORY DRINK FACTORY, IS KNOWN FOR HIS SCIENTIFIC ‘MOLECULAR MIXOLOGY’ APPROACH TO DRINKS. HIS FAMOUS C R E AT I O N S I N C LU D E T H E P R A I R I E OY S T E R, W H I C H I N V O LV E S USING THE PROCESS OF SPHERIFICATION TO CREATE AN ‘EGG YOLK’ OUT OF CLARIFIED TOMATO JUICE, AND A BOTTLE-AGED NEGRONI THESE TWO NEW SITES COME TO COMPLETE THE FAMILY OF DRINKS FACTORY, TERMINI SOHO AND THE BAR WITH NO NAME CLASSIC COCKTAIL SERVES FEATURE HAVANA CLUB 3 YEARS OLD, WYBOROWA, BEEFEATER DRY, PERRIER-JOUËT CHAMPAGNE LE CERCLE FEATURES INCLUDE (NEW DISTRIBUTION & LISTINGS): PLYMOUTH, BELLE EPOQUE BRUT, MARTELL XO AND CORDON BLEU, ABSOLUT ELYX, MONKEY 47,
HAVANA CLUB SELECCION DE MAESTROS
WINS FOR PERNOD RICARD SECURING PERRIER-JOUËT HOUSE POUR ON BOTH SITES ALONG WITH BEEFEATER DRY AND BEEFEATER 24, WYBOROWA, HAVANA CLUB 3 YEARS OLD AND SELECCION DE MAESTROS 42
04 WINS
P E R R I E R - J O U Ë T W I N S
I N
T H E C I T Y THE NED
SET IN THE FORMER MIDLAND BANK BUILDING, THE NED, HAS DEFINITELY BEEN ONE OF THE MOST POPUL AR OPENINGS IN LONDON THIS YEAR. SOHO HOUSE & CO AND US SYDELL GROUP (BEHIND BOUTIQUE HOTEL PROPERTIES SUCH AS NOMAD HOTEL IN NEW YORK AND THE LINE IN LOS ANGELES) HAVE PARTNERED TO CREATE A 252 ROOM HOTEL, MEMBERS’ CLUB AND 8 RESTAURANT FOOD COURT: ‘IT’S HARRODS FOOD HALL CROSSED WITH VEGAS’ ACCORDING TO THE GUARDIAN RESTAURANT REVIEW.
43
DESPITE TOUGH COMPETITION PERNOD RICARD UK HAS SUCCESSFULLY SECURED PERRIER-JOUËT HOUSE POUR ACROSS ALL BARS AND OUTLETS WITHIN THE VENUE AND IN ROOMS DELIVERING AN INCREMENTAL 3000 9L CASES OF PERRIER-JOUËT PER YEAR. THE FULL RANGE IS LISTED ON THE MAIN RESTAURANT MENUS: PERRIER-JOUËT GRAND BRUT, BLASON ROSÉ, BLANC DE BLANCS NV, BELLE EPOQUE BRUT, ROSÉ AND BLANC DE BLANCS DEFINITELY A GREAT WIN IN TERMS OF VISIBILITY FOR THE PERRIER-JOUËT HOUSE AND A WONDERFUL EXAMPLE OF RELATIONSHIP BUILDING WITH SOHO HOUSE & CO IN ADDITION TO THE CHAMPAGNE HOUSE POUR, THE FOLLOWING LE CERCLE ITEMS CAN BE FOUND AS BACK BAR LISTINGS IN THE MAIN BARS THROUGHOUT THE VENUE: ABSOLUT ELYX, MARTELL CORDON BLEU, MONKEY 47
THE START OF A GREAT PARTNERSHIP WITH THE NED
AND PLYMOUTH NAVY STRENGTH
44
RE-SIGNS
04 L O N D O N ’ S
M O S T
E X C L U S I V E N I G H T C L U B M A I N T A I N S
C L O S E
R E L A T I O N S H I P W I T H
P R U K T H E
45
B O X
PERRIER-JOUËT BELLE EPOQUE B OLQUUT E E L Y X R E M A I N F I R M AE N LDL EA BE SPO A CN OD L LA A BB SOOR LAUT TI O N F A V O U R I T E S , E LI YT X AN I NG FVI IRSM W H RS ET M RO IBILITY AND ICNOCL RL EA AB SOI RNAGT ISOP N END FAVOURITES, WITH STRONG VISIBILITY AND INCREASING SPEND
THE BOX CONTINUES AS THE NO 1 LEADING NIGHT CLUB VENUE, CONSTANTLY PUSHING BOUNDARIES AND HIGHLY REGARDED AS AN INNOVATOR WITHIN THE INDUSTRY. SUCCESSFUL IN WINNING THE HOUSE POURING STATUS AGAIN WITH INCREASED VOLUMES PLUS EXCLUSIVITY ON SPECIAL EVENTS THROUGHOUT THE YEAR THIS YEAR A NEW VVIP ROOM HAS BEEN CREATED, ALLOWING HIGH NET WORTH INDIVIDUALS AND A-LIST CELEBRITY FRIENDS TO PARTY IN THE EXCLUSIVE BOUDOIR FOR EXTENDED HOURS, GAINING FURTHER BRAND PRESENCE WITH AN ELITE CROWD A CLOSE RELATIONSHIP HAS BEEN FORMED WITH THE TEAM AT THE BOX, PERRIER-JOUËT BELLE EPOQUE AND ABSOLUT ELYX REMAIN FIRM COLLABORATION FAVOURITES, WITH STRONG VISIBILITY AND INCREASING SPEND
46
RE-SIGNS
04 P L A C E N O
Y O U R M O R E
B E S T , B E T S L E S
A M B A S S A D E U R S C L U B
LE CERCLE FEATURES INCLUDE (DISTRIBUTION & LISTINGS): THE GLENLIVET 18 YEARS OLD & XXV, ROYAL SALUTE 21 YEARS OLD, CHIVAS REGAL 25 YEARS OLD, PERRIER-JOUËT BELLE EPOQUE
47
LES AMBASSADEURS IS ONE OF LONDON’S MOST DISTINGUISHED GAMBLING CLUBS LOCATED IN MAYFAIR
48
RE-SIGNS
04 N E W
C O N T R A C T
W I T H R E G A L
C H I V A S H O U S E W H I S K Y
LONDON
49
EDITION
THE LONDON EDITION OFFERS BOTH A REINVENTION OF ITS LANDMARK BUILDING AND THE LUXURY HOTEL EXPERIENCE. LOCATED IN FITZROVIA ON THE EDGE OF SOHO, THE BOUTIQUE HOTEL BLENDS THOUGHTFUL DESIGN AND INTUITIVE SERVICE WITH EXCELLENT DINING AND NIGHTLIFE IN A SPACE THAT BOLDLY BRINGS TOGETHER THE PAST WITH THE PRESENT. OAK FLOORS, WOOD-PANELLED WALLS, CUSTOM FURNISHINGS AND EVOCATIVE PHOTOGRAPHY FROM HENDRIK KERSTENS CREATE A CABIN-LIKE FEEL, AKIN TO THAT OF A PRIVATE YACHT, IN EACH OF THE 173 GUEST ROOMS AND SUITES. EXCLUSIVE HOTEL OFFERS HIGHLIGHT DINING AT BERNERS TAVERN, BESPOKE COCKTAILS AT THE PUNCH ROOM, SPECIALLY CRAFTED EXPERIENCES FOR KIDS AND THE CIT Y ITSELF, FROM LUXURY SHOPPING TO ICONIC SIGHTS THIS YEAR IN ADDITION TO HAVANA CLUB, OLMECA ALTOS AND PLYMOUTH AS HOUSE POUR, CHIVAS REGAL HAS ALSO BEEN INCLUDED AS HOUSE WHISKY WITH LISTINGS OF CHIVAS REGAL 18 AND ROYAL SALUTE
50
RE-SIGNS
04 A N O T H E R S U C C E S S F U L R E - S I G N I N G I N F A M O U S M E M B E R S ’
F O R
S O H O C L U B
THE GROUCHO CLUB
THE ELYX TERRACE CONVEYS GREAT VISIBILITY FOR THE BRAND AND STRONGLY EMPHASISES ABSOLUT ELYX AS THE BRAND PARTNER FOR GROUCHO
51
FOUNDED IN 1985, GROUCHO IS ONE OF THE ‘NEW GENERATION’ OF MEMBERS’ CLUBS IN LONDON, WITH A MORE RELAXED ATMOSPHERE AND MEMBERSHIP DRAWN TO GATHER MEMBERS COMING FROM ALL PARTS OF THE CREATIVE INDUSTRY: THE ARTS, PUBLISHING, FILM, MUSIC AND ADVERTISING THE PARTNERSHIP WITH PERNOD RICARD IS INDEED STILL GOING STRONG WITH AGAIN THIS YEAR ALL SPIRITS AND CHAMPAGNE HOUSE POUR AGREEMENT, ALL ABSOLUT ELYX AND CHAMPAGNE TARGETS MAINTAINED AND AN ADDITIONAL BACK BAR LISTING: MONKEY 47
52
HNWI ENR G EA -GS EI G MN EN S T
04
53
P R E T T Y
L O N D O N B I R D S O R I O L E
N I G H T J A R
A N D
R E N E W A L
LE CERCLE FEATURES INCLUDE (NEW DISTRIBUTION & LISTINGS): PLYMOUTH, ABSOLUT ELYX, THE GLENLIVET NADURRA, CORDON BLEU, HAVANA CLUB SELECCION DE MAESTROS
HAVING CONSISTENTLY BEEN RANKED IN THE TOP BARS IN THE WORLD SINCE THEY OPENED, THE TEAM AT NIGHTJAR AND ORIOLE CERTAINLY KNOW A THING OR TWO ABOUT COCKTAILS BOTH PLACES WERE OPENED BY ONE OF THE POWER COCKTAILING COUPLES IN LONDON, EDMUND WEIL AND ROSIE STIMPSON, AND THEY QUICKLY FOUND THAT ‘HOLY GRAIL’ COMBINATION OF EQUALLY ACCL AIMED POPULARITY AND CRITICAL PRAISE ORIOLE, AFTER WINNING BEST INTERNATIONAL NEW COCKTAIL BAR AT TALES OF THE COCKTAIL 2016, WAS AGAIN NOMINATED IN THE TOP 10 FINALISTS OF TALES OF THE COCKTAIL 2017 FOR BEST INTERNATIONAL HIGH VOLUME BARS THIS YEAR PRUK SUCCESSFULLY RENEWED COCKTAIL LISTINGS AT BOTH VENUES WITH 5 COCKTAILS AT NIGHTJAR, REDBREAST 12 YEARS OLD, ABSOLUT ELYX, OLMECA ALTOS REPOSADO AND PLYMOUTH NAVY; AND AT ORIOLE, 5 COCKTAILS USING ABSOLUT ELYX, HAVANA 7 YEARS OLD, HAVANA SELECCION DE MAESTROS, PLYMOUTH AND ALTOS PL ATA
54
RE-SIGNS
04 T H E
B E S T I N
S T E A K T O W N !
THE HAWKSMOOR GROUP
HAWKSMOOR RESTAURANTS ARE RENOWNED FOR THE BEST STEAK IN LONDON AND IMPRESSIVE COCKTAIL MENUS. THEIR DRINKS HAVE INTERNATIONAL RECOGNITION AND ARE OFTEN NOMINATED FOR AN AWARD AT THE TALES OF THE COCKTAIL’S “SPIRITED AWARDS”. BECAUSE OF HAWKSMOOR’S PHENOMENAL SUCCESS, THEY HAVE EXPANDED INTO OTHER MAJOR CITIES AND ARE LOOKING TO OPEN IN THE US LATER THIS YEAR. EARLIER THIS YEAR, HOWEVER, THEY OPENED THEIR SEVENTH RESTAURANT, “HAWKSMOOR BOROUGH”
55
PERNOD RICARD PARTNERING WITH THE UK’S BEST STEAK BAR RESTAURANT GROUP
18
MONTHS RENEWED PARTNERSHIP
THE HAWKSMOOR SPITALFIELDS TEAM WON RESTAURANT BAR OF THE YEAR AT THE CLASS BAR AWARDS PERNOD RICARD UK CONTINUE TO SUPPORT HAWKSMOOR IN THEIR NEW VENTURES AND GLOBAL EXPANSION PLANS AND ARE DELIGHTED TO CONFIRM THE CONTINUED PARTNERSHIP WHICH RUNS FOR ANOTHER 18 MONTHS
56
RPVA: ACTIVATION
04
57
C H A L L E N G I N G P E R C E P T I O N S T H E T H E
A R T E S I A N L A N G H A M
B A R
A T
H O T E L
WINNER OF THE ‘WORLD’S BEST BAR’ FOR FOUR CONSECUTIVE YEARS, THE ARTESIAN IS AT THE FOREFRONT OF THE SOPHISTICATED LONDON BAR SCENE
THE ARTESIAN BAR’S NEW “PERCEPTION” MENU AIMS TO CHALLENGE THE
WAY IN WHICH
SOMETHING IS REGARDED, UNDERSTOOD, OR INTERPRETED. IS A BROKEN GL ASS ALWAYS BROKEN? IS A SPOON JUST FOR EATING FROM? IS AN ICED DRINK ALWAYS COLD? THIS NEW COCKTAIL MENU INCLUDES TWO SIGNATURE COCKTAILS FEATURING PERNOD RICARD BRANDS, THE MOST VISUAL OF WHICH IS ‘FORGED BY FLAMES’ FEATURING MARTELL CORDON BLEU, UINQUINA, CHINATO, VERJUS, GRAPE BLOSSOM, BITTERS. THE OTHER FEATURED COCKTAIL IS ‘HMS BA JAN’ WITH PLYMOUTH NAVY STRENGTH GIN, ACEROLA, ACID, FALERNUM
FORGED BY FLAMES
58
RPVA: ACTIVATION
04
59
N E G R O N I G O L D T H E
B U L G A R I
THE BULGARI BAR NEGRONI TRAY
H O T E L
1919 RUMOURED TO HAVE FIRST BEEN MIXED IN FLORENCE IN 1919, THE NEGRONI HAS RISEN TO PROMINENCE IN LONDON OVER THE LAST DECADE
IN TANDEM WITH THE POPULARITY
HOMEMADE VERMOUTHS; ONE
OF CELEBRATING THE APÉRTIVO
LIGHT AND ONE MORE HEAVILY
HOUR. TO HONOUR THE CLASSIC
SPICED SERVED WITH BLOOD
COCKTAIL, THE BULGARI HOTEL
ORANGE PEEL
IN KNIGHTSBRIDGE RECENTLY LAUNCHED A CUSTOM-BUILT, MAHOGANY NEGRONI TRAY OFFERING A TABLESIDE DRINKS SERVICE
AMONG THE OTHER TWISTS ON THE CLASSIC ON OFFER ARE THE NEGRONI IN GOLD, MADE WITH PLYMOUTH, KAMM & SONS AND COCCHI VERMOUTH DI TORINO
TO CELEBRATE THE SERVICE,
SERVED WITH AN ICE CUBE
THE HOTEL HAS CREATED A
COATED IN 24CT GOLD FOR
SIGNATURE SIP – THE BULGARI
A TRULY DECADENT SIP
NEGRONI – FEATURING TWO
60
04 RPVA: ACTIVATION
A
P O R T A B L E T R U N K
F O R
R O O M S E R V I C E C H I L T E R N
F I R E H O U S E
THE MOST DECADENT WAY OF BEING SERVED A MARTINI IN YOUR HOTEL ROOM. WE WORKED CLOSELY WITH CHILTERN FIREHOUSE TO CREATE A BESPOKE MARTINI TRUNK THAT COULD BE USED TO SERVE CLASSIC MARTINIS IN AS MUCH STYLE (IF NOT MORE) AS IT WOULD BE AT THE HOTEL BAR
61
THE TRUNK IS COMPLETELY UNIQUE, MADE OUT OF LEATHER AND DESIGNED TO HOLD EVERYTHING THE BARTENDER NEEDS TO MAKE A MARTINI IN THE GUESTS’ ROOM 62
RPVA: ACTIVATION
04
63
A U G M E N T E D R E A L I T Y C O C K T A I L S C I T Y
S O C I A L
JASON ATHERTON HAS LAUNCHED THE WORLD’S FIRST AUGMENTED REALITY COCKTAIL MENU, 24 STORIES UP IN THE BAR OF HIS MICHELIN-STARRED LONDON RESTAURANT CITY SOCIAL WHILST “THE SASHAY” FEATURES PERRIER-JOUËT BELLE EPOQUE CHAMPAGNE, THERE IS ALSO A PLYMOUTH AND ABSOLUT ELYX COCKTAIL ON THE 12 STRONG LIST. AN EXPERIENCE NOT TO BE MISSED AND WELL WORTH
THE COCKTAIL MENU FEATURES PERRIER-JOUËT BELLE EPOQUE, PLYMOUTH AND ABSOLUT ELYX
THE £35 PRICE TAG!
64
RPVA: ACTIVATION
04 L O N D O N ’ S F I R S T
L U X U R Y
S T R E E T
F O O D
P A I R I N G
M E N U
C O R I N T H I A
65
H O T E L
FLAVOUR MATCHING SESSION WITH CORINTHIA EXECUTIVE CHEF AND THE BASSOON BAR TEAM
DESIGNED BY DAVID COLLINS STUDIO, BASSOON IS A LONDON DESTINATION BAR WITH ATTITUDE. COMBINING A RELAXED AND INTIMATE AMBIENCE WITH A STIMULATING DASH OF THEATRE, BASSOON PAYS HOMAGE TO THE ARTS OF THE FINEST BARTENDERS IN THE CAPITAL PERNOD RICARD PRESTIGE TEAM AND BASSOON CREATED SOMETHING TOTALLY UNIQUE IN THIS LUXURY STREET FOOD AND COCKTAIL MENU. MODIFIED DISHES AND BESPOKE COCKTAILS, USING HANDMADE INGREDIENTS, COMBINE TO PRESENT INTERNATIONAL FLAVOURS AND EPICUREAN HARMONY. PAIRINGS INCLUDED ABSOLUT ELYX BLOODY MARY MATCHED WITH SICILIAN ARANCINI AND WAGYU SLIDERS WITH HAVANA CLUB 7 YEARS OLD. OTHER COCKTAILS INCLUDE PLYMOUTH, OLMECA ALTOS AND CHIVAS REGAL
66
RPVA: ACTIVATION
04
67
D I R E C T O R ’ S C U T G O N G S H A N G R I - L A
W I N G A R D I U M
L E V I O S A
A T
T H E
H O T E L
HYNOID STATE
C A T
W I T H
N O
N A M E
TAKING INSPIRATION FROM THE MINDS OF CINEMA’S GREAT DIRECTORS, THE TEAM AT GONG HAVE REPLICATED THEIR SKILL IN STORY-TELLING AND INNOVATION TO CREATE A UNIQUE AND SENSORY COCKTAIL MENU EVERY DRINK IS A STORY TO BE TOLD, FROM THE “CAT WITH NO NAME” WITH BEEFEATER 24, INSPIRED BY BLAKE EDWARDS’ INTERPRETATION OF BREAKFAST AT TIFFANY’S TO “HYNOID STATE”, AN ABSOLUT ELYX MILK-ST YLE LONG DRINK, INSPIRED BY STANLEY KUBRICK’S CLOCKWORK ORANGE, SERVED WITH AN I-POD PLAYING BEETHOVEN’S 9TH SYMPHONY.... THE DRAMATIC ANTHEM TO THE FILM
“BREAKFAST AT TIFFANY’S” AND “A CLOCKWORK ORANGE” INSPIRE COCKTAILS WITH BEEFEATER 24 AND ABSOLUT ELYX AT GONG
68
RPVA: ACTIVATION
04 A
S E C R E T
C O G N A C I N
T H E O F
S U I T E H E A R T
L O N D O N
M O N D R I A N
69
H O T E L
A 2-WEEK PRIVATE SUITE PROVIDING A UNIQUE CONSUMER COGNAC EXPERIENCE AT THIS ICONIC SOUTHBANK HOTEL. GUESTS WERE WELCOMED WITH A CORDON BLEU MILK PUNCH AND THEN INTRODUCED TO A VSOP GOURMAND SERVE WITH PIERRE HERMÉ MACARONS. A SECRET TASTING ROOM WAS THEN REVEALED WHERE THEY WERE TAKEN THROUGH THE HIGHER STYLES RANGE BY MATTHIAS LATAILLE, UK MARTELL AMBASSADOR ON THE GROUND FLOOR OF MONDRIAN WAS ALSO THE ‘MARTELL BAR’ FOR 4 WEEKS WITH A MARTELL HIGHER STYLES COCKTAIL MENU CURATED BY WORLDS BEST BAR DANDELYAN
99
MILLION
REACH INCLUDING TELEGRAPH LUXURY
70
RPVA: ACTIVATION
04
71
S H O W T I M E O N E
A L D W Y C H
THREE REIGNS
H O T E L
THE LOBBY BAR HAS LAUNCHED ITS LATEST COCKTAIL MENU WHICH CELEBRATES THE PASSION AND DRAMA OF LONDON’S GREAT THEATRE PRODUCTIONS...EACH OF THE 17 COCKTAILS WERE INSPIRED BY A NEIGHBOURING WEST END SHOW EXECUTIVE CHEF DOMINIC TEAGUE HAS CREATED A DELICIOUS PAIRING MENU,WITH A SELECTION OF BAR BITES PERFECTLY MATCHED TO EACH DRINK. HIGHLIGHTS INCLUDE ‘DIONYSUS’ WITH HAVANA CLUB 7 YEARS OLD, SERVED IN A BESPOKE VESSEL; ‘TAKE A CHANCE ON ME’ WITH PLYMOUTH; THE ‘ALDWYCH MULE’ WITH ABSOLUT ELYX AND ‘THE COFFEE THAT’S GONE WRONG’ WITH CHIVAS REGAL 18 YEARS OLD
BAR BITES PAIRED WITH HAVANA CLUB 7 YEARS OLD, PLYMOUTH, ABSOLUT ELYX, AND CHIVAS REGAL 18 YEARS OLD CELEBRATE LONDON THEATRE
BISHOPS PUNCH
72
RPVA: ACTIVATION
04 N E W
C O C K T A I L
M E N U
I N S P I R E D
B Y S C A R F E ’ S
G E R A L D I C O N I C
I L L U S T R A T I O N S S C A R F E S T H E
73
S T A R T
R O S E W O O D
M E
U P
B A R
A T
H O T E L
T H E
W A L T Z
O F
T H E
S N O W F L A K E S
SCARFES BAR HAS LAUNCHED A NEW COCKTAIL MENU WITH ICONIC CARICATURES BY GERALD SCARFE AS THE INSPIRATION FOR EACH DISTINCTIVE SERVE. DEVELOPED BY BAR MANAGER, MARTIN SISKA, HEAD BARTENDER GREG ALMEIDA AND THE DYNAMIC BAR TEAM, THE NEW MENU IS AN ARTWORK IN ITSELF AND JOINS THE EXTENSIVE GALLERY OF GERALD’S WORK WITH UNIQUE DRINKS INSPIRED BY CULTURAL SYMBOLS RANGING FROM MONTY PYTHON TO MARGARET THATCHER ROYAL SALUTE 21-YEAR-OLD IS FEATURED IN THE COCKTAIL “START ME UP”, SERVED IN BEAUTIFUL GOLD PLATED PORCELAIN CUPS, WHILST “THE WALTZ OF THE SNOWFLAKES” IS AN ABSOLUT ELYX COCKTAIL, INSPIRED BY
SCARFES BAR, INSPIRED BY THE ATMOSPHERE OF A DRAWING ROOM AND THE SOPHISTICATION OF A GENTLEMAN’S CLUB, FEATURES A ROARING FIRE, COSY V E LV E T A R M C H A I R S A N D S H E LV E S F I L L E D WITH ANTIQUE BOOKS
THE NUTCRACKER BALLET
T H E
W A L T Z
O F
T H E
S N O W F L A K E S
74
RPVA: ACTIVATION
04
75
T H E C E N T E N N I A L T W I S T T H E
I V Y
R E S T A U R A N T
IN CELEBRATION OF THEIR 100
TH
YEAR, THE IVY HAS
LAUNCHED ITS LATEST MENU ENTITLED “THE CENTENNIAL TWIST”.
REPRESENTED
IN FIVE ACTS FROM THE IVY’S PAST & PRESENT AND DESIGNED AS A THEATRE SOUVENIR BROCHURE, IT INCLUDES UNIQUE ILLUSTRATIONS REFERENCING PERIODS IN THE IVY’S HISTORY & INCLUDES OUR OWN PLYMOUTH & BEEFEATER WITH ‘PERIOD’ ARTWORK
SIGNATURE SERVES INCLUDE THE ‘LETTY LIND’ WITH HAVANA CLUB ESPECIAL, THE ‘100 YEAR LEGACY’ WITH PLYMOUTH GIN & THE ‘BURNTBUTTER SIDECAR’ WITH MARTELL COGNAC 76
RPVA: ACTIVATION
04 T H E
R U P E R T
S A N D E R S O N C H A M P A G N E S L I P P E R R E S T A U R A N T 3 4
77
M A Y F A I R
C R E A T E D
I N
C O L L A B O R A T I O N W I T H
B R I T I S H
D E S I G N E R
S H O E
R U P E R T
S A N D E R S O N
A N D
P E R R I E R - J O U Ë T B E L L E
E P O Q U E
R O S É
HAVING DESIGNED SHOES FOR ACTRESSES INCLUDING KATE WINSLET, ALICIA VIKANDER AND GWYNETH PALTROW, RUPERT SANDERSON’S NAME HAS BECOME SYNONYMOUS WITH GLAMOUR AND STYLE. RUPERT IS A REGULAR VISITOR, AND WAS AN OBVIOUS CHOICE TO PARTNER WITH THEIR LATEST EXCITING GLASSWARE DESIGN, FOLLOWING THE RESOUNDING SUCCESS OF KATE MOSS COUPE DINERS WHO ORDERED A BOTTLE OF PERRIERJOUËT BELLE EPOQUE ROSÉ WERE SERVED THEIR CHAMPAGNE IN THE RUPERT SANDERSON CHAMPAGNE SLIPPER THE RUPERT SANDERSON CHAMPAGNE SLIPPER IS ALSO AVAILABLE FOR PURCHASE, MADE TO ORDER IN VERY LIMITED NUMBERS. IT COMES WITH SIX CHAMPAGNE FLUTES AND A BOTTLE OF PERRIERJOUËT BELLE EPOQUE ROSÉ, AT A PRICE OF £5,000
78
RPVA: ACTIVATION
04 T H E G A R D E N O F
F L O W E R S S A N D E R S O N
79
L I V E
H O T E L
A
P E R R I E R - J O U Ë T
P H O T O H A S
O P P O R T U N I T Y
B E E N
C R E A T E D ,
E N A B L I N G T O
G U E S T S
C A P T U R E
P E R F E C T
T H E
M O M E N T
IN PARTNERSHIP WITH PERRIER-JOUËT, THE SANDERSON HAS LAUNCHED A DRAMATIC FLORAL INSTALLATION AND NATURE INSPIRED CONCEPT MENU DRAWING INSPIRATION FROM LEWIS CARROLL’S “ALICE THROUGH THE LOOKING GL ASS”, THIS IS AN IMAGINATIVE, DENSELY DECORATED FLORAL SPACE, TRANSPORTING GUESTS INTO A DREAMLIKE, WHIMSICAL WORLD WITH ITS FRAGRANT CREEPING JASMINE THE HOTEL’S COURT YARD GARDEN CREATES A SENSORY EXPERIENCE, FILLING THE AIR WITH THE SMELLS OF SUMMER A PERRIER-JOUËT PHOTO OPPORTUNITY HAS BEEN CREATED, ENABLING GUESTS TO CAPTURE THE PERFECT MOMENT
80
RPVA: ACTIVATION
04 B E A U F O R T
B A R
I L L U S T R A T E D T U N N E L B O O K T H E
M E N U
S A V O Y
H O T E L
THE SAVOY’S BEAUFORT BAR HAS UNVEILED A TUNNEL COCKTAIL MENU THAT GUIDES GUESTS THROUGH SOME OF THE HOTEL’S MOST MEMORABLE EVENTS. DESCRIBED AS A “CELEBRATION OF SOME OF THE SAVOY’S MOST CAPTIVATING STORIES”, THE ILLUSTRATED MENU TAKES GUESTS ON A JOURNEY OF THE HOTEL’S HISTORY, TOUCHING UPON BOTH WELL-DOCUMENTED AND LESSER KNOWN TALES
81
M A S T E R
O F
S U S P E N S E
TWISTING STRANDS FROM THE SAVOY’S ILLUSTRIOUS HISTORY INTO
C E L E B R A T I N G S O M E
A FASCINATING COCKTAIL NARRATIVE, THE MENU TAKES GUESTS ON A TOUR OF THE HOTEL THROUGH ITS LEGENDARY
T H E
TAP-DANCING AND EXTRAVAGANT
S A V O Y ’ S M O S T
TALES AND EXTRAORDINARY GUESTS. FROM SECRET WARTIME BARS, ROOFTOP
O F
C A P T I V A T I N G S T O R I E S
GONDOLA PARTIES TO LUMINARIES SUCH AS ALFRED HITCHCOCK, KATHERINE HEPBURN AND TOM JONES, THE MENU IS A CELEBRATION OF SOME OF THE SAVOY’S MOST CAPTIVATING STORIES A FEATURE COCKTAIL IS THE MASTER OF SUSPENSE CRAFTED WITH POWERS JOHN'S LANE IN HOMAGE TO ALFRED HITCHCOCK.
SIMPSON’S-IN-THE-STRAND
WAS ALFRED HITCHCOCK’S FAVOURITE RESTAURANT, AND FEATURED IN HIS 1936 FILM, SABOTAGE THE CEREMONY CELEBRATES A LONG STANDING PARTNERSHIP WITH BAFTA. CREATED USING BEEFEATER 24 & GOLD FLAKES, THIS DRINK HONOURS THE WORLD OF FILM AND TELEVISION
T H E
C E R E M O N Y
82
04 RPVA: ACTIVATION
B L A N C B L A N C
D E
N O N
V I N T A G E L A U N C H T H E
C O N N A U G H T , C L A R I D G E ’ S ,
A N D
G A L V I N
A T
W I N D O W S
THANKS TO HERVÉ DESCHAMPS FOR JOINING US IN LONDON, SHARING HIS TIME & INSIGHT AS WE ENGAGED WITH SOME OF THE CITY’S MOST INFLUENTIAL BUYERS & DECISION MAKERS. WE HOSTED A VERY INTIMATE LUNCH WITHIN THE CELLARS OF THE CONNAUGHT HOTEL – AROUND THE SOMMELIERS TABLE WE WERE JOINED BY HEAD SOMMELIER AND WINE MANAGERS FROM CLARIDGE’S, THE CONNAUGHT, CAPRICE HOLDINGS, SEXY FISH & ANNABEL’S
THE SAME EVENING HERVÉ INTRODUCED OUR CHAMPAGNES AT AN INTIMATE DINNER IN CLARIDGE’S HOTEL – FEATURING BOTH OLD AND NEW BELLE EPOQUE VINTAGES – ENJOYED BY ALL ASSEMBLED AND ALSO CELEBRATING OUR GREAT NEW CHAMPAGNE STATUS WITHIN THE PROPERTY.
BELLE EPOQUE MAY
NOW BE ENJOYED BY THE GLASS ALL YEAR AROUND – SERVED AT YOUR TABLE FROM MAGNUM (THE ONLY CUVÉE TO BE SERVED FROM MAGNUM IN THE HOTEL) CONTINUING THE MOMENTUM - JONATHAN SIMMS
HOSTED AND
PRESENTED A BUSY CHAMPAGNE DINNER AT MICHELIN-STARRED G A LV I N AT W I N D O W S – O U R F I R S T O P P O R T U N I T Y T O E N G A G E CONSUMERS WITH BLANC DE BLANCS NV AND GAUGE THEIR FEEDBACK – THE GUESTS WERE A BLEND OF EXISTING PERRIER-JOUËT CONSUMERS AND NEW FRIENDS OF THE HOUSE. THE EVENT WAS A SELL OUT AND THE IMMEDIATE FEEDBACK FROM THE GUESTS HAS RESULTED IN A PERMANENT NEW LISTING FOR THE CUVÉE THROUGHOUT THE MONTH OF APRIL GUESTS AT THE RITZ LONDON WERE ABLE TO ENJOY BLANC DE BLANCS NV BY THE GLASS AT THE HOTEL’S RIVOLI BAR AND ALSO FROM THE CHAMPAGNE TROLLEY IN THE MICHELIN STARRED RESTAURANT – THE FULL RANGE BEING HIGHLIGHTED IN A BESPOKE CHAMPAGNE MENU FOR THE MONTH THANKS TO THE COMBINED SUPPORT OF HERVÉ & JONATHAN, BL ANC DE BL ANCS NV IS PERMANENTLY LISTED AT: CL ARIDGE’S, T H E R I T Z , S E X Y F I S H, A N N A B E L’S , G A LV I N AT W I N D O W S & T H E LUGGAGE ROOM WITH MORE TO FOLLOW
84
RHPNVW A I: A EN C TG IAVGA ET M I OE N NT
04 S E A R C Y ’ S E X C L U S I V E C H R I S T M A S T A K E O V E R
W I T H
P E R R I E R - J O U Ë T S E A R C Y ’ S
PERRIER-JOUËT NEGOTIATED AN EXCLUSIVE CHRISTMAS ACTIVATION ACROSS ALL SEARCY’S CHAMPAGNE BARS OVER CHRISTMAS 2016 INCLUDING THE GHERKIN BUILDING NOVEMBER - DECEMBER
THE ACTIVATION INCLUDED: • U N I Q U E T W I N K L E C O C K TA I L ON ALL MENUS • C H A M P A G N E F L I G H T S O N OFFER INCLUDING BELLE EPOQUE • D I S P L AY S I N K E Y S I T E S INCLUDING ILLUMINATED DUMMY BOTTLE TREES • 2 F L U T E G I F T B O X G I F T W I T H PURCHASE TO DRIVE BELLE EPOQUE SALES • P E R R I E R- J O U Ë T E X C L U S I V I T Y ON ALL CHRISTMAS PARTY PACKAGES
85
S E A S I D E I N
T H E
S K Y
S E A R C Y ’ S T H E
A T
G H E R K I N
THIS SUMMER THERE WAS A NEW WAY TO EXPERIENCE THE GREAT BRITISH TRADITION OF A TRIP TO THE SEASIDE WHILST HIGH IN THE SKY IN THE CITY OF LONDON! WITH BUCKET AND SPADE IN HAND, THE SEASIDE EXPERIENCE HAS BEEN REIMAGINED BY THE TEAM AT SEARCY’S AT THE GHERKIN. FROM BEACH HUTS AND BEACH BARS, TO DECK CHAIRS AND BOATS, GUESTS WERE ABLE TO ENJOY AND REMINISCE OF FUN TIMES BY THE SEA STEP OUT THE LIFT ON THE 39
TH
FLOOR AND FIND YOUR WAY TO THE
BEACH HUT BAR AND DELICIOUS PLYMOUTH GIN COCKTAILS
T H E W I T H
G H E R K I N
H A V E
P L Y M O U T H
P O P - U P
S E A S I D E
C O L L A B O R A T E D
G I N
T O
I N
T H E
C R E A T E S K Y
A 86
RPVA: ACTIVATION
04
S U N D A Y
I S
N O W
O F F I C I A L L Y T H E
C O O L E S T
D A Y
T O
W I T H
T H E
L A U N C H S E X Y 87
P A R T Y O F
B R U N C H
S E X Y B R U N C H S E X Y
F I S H
THE MUCH TALKED ABOUT ASIAN-INSPIRED RESTAURANT IN BERKELEY SQUARE, LAUNCHED ITS FIRST EVER WEEKLY SEXY BRUNCH ON SUNDAY, 7 MAY COMPLETE WITH A NEW BRUNCH MENU AND COCKTAIL LIST, ALONGSIDE A STELLAR LINE UP OF MUSIC AND WORLD CLASS DJS IN PARTNERSHIP WITH ABSOLUT ELYX & PERRIER-JOUËT CHAMPAGNE FOLLOWING THE SUCCESS OF A STRING OF BRUNCH PARTIES IN LAS VEGAS, IBIZA AND SYDNEY, BRUNCH HAS BECOME THE NEW SOCIAL MOMENT FOR THE GLOBAL GLITTERATI. THROUGHOUT THE MONTHS OF MAY AND JUNE, SEXY FISH HOSTED THE INTIMATE, SEXY BRUNCH PARTIES EACH SUNDAY FROM 11.30AM – 4.30PM WHERE GUESTS ENJOYED AN ASIAN-FOCUSED MENU, A SULTRY COCKTAIL LIST AND UPBEAT PLAYLISTS. EACH WEEK, A DIFFERENT VIP GUEST DJ KEPT THE TUNES PUMPING AS THE BARTENDERS SHAKE EXPERTLY MIXED ABSOLUT ELYX COCKTAILS AND POURED PERRIER-JOUËT CHAMPAGNE
88
RPVA: EVENT
04 T H E
D Y L A N J O N E S
P R E - B A F T A P A R T Y A L F R E D ’ S D U N H I L L
S T O R E
PERRIER-JOUËT CHAMPAGNE AND ABSOLUT ELYX VODKA WERE THE MAJOR SPONSORS OF THE GQ AND DUNHILL PRE-BAFTA PARTY HOSTED BY GQ EDITOR DYLAN JONES AND ALFRED DUNHILL CEO ANDREW MAAG IN ATTENDANCE WERE SOME OF THE MOST STYLISH GENTLEMEN IN FILM, INCLUDING MAX IRONS, CHARLES DANCE, MARK STRONG, MATTHEW GOODE, TOBY JONES, JAMES NESBITT, STANLEY TUCCI AND POLDARK HIMSELF, AIDAN TURNER, ALL THERE TO RAISE A GLASS OF PERRIER-JOUËT IN ANTICIPATION OF THE BIGGEST NIGHT IN BRITISH FILM
89
A T
IN ADDITION, GUESTS COULD ORDER CLASSIC DRINKS AND COCKTAILS AT THE BARS WHICH WERE EXCLUSIVELY POURING PERNOD RICARD PRODUCTS, MARTELL CORDON BLEU, PLYMOUTH GIN, CHIVAS 18 YEARS OLD, HAVANA CLUB 15 YEARS OLD AND OLMECA ALTOS REPOSADO THIS MARKED THE START OF THE PERNOD RICARD PARTNERSHIP WITH ALFRED DUNHILL’S VERY EXCLUSIVE PRIVATE MEMBERS
PERRIER-JOUËT WAS THE EXCLUSIVE CHAMPAGNE FOR THE NIGHT AND AN ABSOLUT ELYX MARTINI BAR ALONG WITH A CAVIAR STATION WAS SET UP FOR THE EVENT
CLUB WHICH NOW POURS ABSOLUT ELYX VODKA AS A HOUSE POUR AND NOW STOCKS PERRIER-JOUËT BLANC DE BLANCS, BELLE EPOQUE BRUT, MONKEY 47 AND HAVANA CLUB 15 YEARS OLD
90
RPVA: EVENT
04 T H E
R O Y A L S A L U T E
3 0 - Y E A R - O L D F L A S K
E D I T I O N L A U N C H
T H E
91
B U L G A R I
H O T E L
AN ARISTOCRATIC AFFAIR
THE EVENING WAS HOSTED BY THE BRAND’S ARISTOCRATIC AMBASSADOR THE 13
TH
DUKE OF
ARGYLL AND BEGAN WITH A ROYAL SALUTE 21-YEAROLD COCKTAIL. THE DUKE THEN INTRODUCED THE
MAJESTIC 30-YEAR-OLD WHISKY AND IT
WAS UNVEILED FOR ITS FIRST TASTING, TO THE PRESS AND INVITED DIGNITARIES THIS UNIQUE TASTING WAS ALSO THE OPPORTUNITY TO TAKE A FIRST LOOK AT THE WHISKY’S LIMITED EDITION FLASK, WHICH WAS CREATED BY GREEKBRITISH DESIGNER AFRODITI KRASSA, WHO WAS INSPIRED BY ROYAL SALUTE’S ICONIC BLUE PORCELAIN FLAGON ROYAL SALUTE 30-YEAR-OLD IS NOW AVAIL ABLE AT THE BULGARI HOTEL BAR (£150 FOR A 50ML SERVE) AND TO BUY EXCLUSIVELY AT HARRODS (£600)
92
RPVA: EVENT
04 I C O N I C A S O B R E M E S A S E R I E S D I N N E R
S E R I E S
S H O W C A S I N G H A V A N A
C L U B
R A N G E T H E
G U E S T
& S P E A K E R S
• B O X I N G S E A N I N G L E (GUARDIAN SPORTS WRITER) • A R T & A R C H I T E C T U R E M I C H E L E ROBECCHI (PHAIDON PRESS COMMISSIONING EDITOR) • T R AV E L T O M M A R C H A N T (BLACK TOMATO)
93
I C O N I C A T H R O U G H
A F T E R - D I N N E R
‘ S O B R E M E S A ’
T O P I C S
T H E
C O N C E P T
IN ORDER TO PROMOTE THE HAVANA
C U S T O M E R S • T H E B U L G A R I H O T E L • D E V O N S H I R E C L U B • S T M A R T I N S L A N E H O T E L
CLUB ICONICA RANGE VIA ITS ‘UNEXPECTED LUXURY’ PLATFORM, A SERIES OF DINNERS WERE HELD IN ICONIC VENUES WITH THE ‘SOBREMESA’ CONCEPT A FOCAL POINT. THE SOBREMESA IS THE RELAXED, AFTERDINNER SOCIALISING THAT IS COMMON THROUGHOUT CUBA, AND REPRESENTS TWO LUXURIES THAT UK CONSUMERS FREQUENTLY NEGLECT – TIME AND GOOD CONVERSATION GUEST SPEAKERS WERE PRESENT TO STIMULATE AFTER DINNER CONVERSATION AROUND SPECIFIC CULTURAL TOUCHPOINTS RELEVANT TO CUBA, GUEST SPEAKERS WERE INVITED TO SHARE THEIR PASSIONS THE ACTIVATION GENERATED SALES OF 8 X BOTTLES OF MAXIMO & 58 X BOTTLES OF TRIBUTO 2016 OVER 3 MONTHS
94
RPVA: ICT
04 I C O N I C C L U B C I R Q U E
T R A I L L E
S O I R
40k S O C I A L M E D I A
R E A C H
CIRQUE LE SOIR IS LOCATED JUST OFF LONDON’S ICONIC CARNABY STREET AND IS AN INTERNATIONALLY RENOWNED BRAND, CONSISTENTLY DELIVERING ON EVERY LEVEL THE CIRQUE LE SOIR TEAM PRODUCE UNIQUE, THEATRICAL SHOWS, WITH THEIR CAST OF CRAZY CIRCUS PERFORMERS AND GLOBALLY RECOGNISED DJ’S. THEY OFFER THEIR IMPRESSIVE AND LOYAL INTERNATIONAL CLIENTELE BASE CONSTANT VARIETY AND A GUARANTEED EXPERIENCE CIRQUE LE SOIR HAVE ATTRACTED THE LIKES OF WILL.I.AM AND SKRILLEX WHO HAVE BEEN PHOTOGRAPHED ENJOYING PERRIER-JOUËT BELLE EPOQUE, AND IN TURN THIS HAS A HUGE REACH ON SOCIAL MEDIA OUTLETS OF OVER 40,000 PEOPLE THE CIRQUE LE SOIR BRAND IS RAPIDLY ATTRACTING GLOBAL RECOGNITION WITH NEW SITES IN DUBAI AND SHANGHAI AND THEY HAVE NOW ADDED A HIGH-ENERGY RESTAURANT “OURS” TO THEIR PORTFOLIO
96
RPVA: ICT
04 I C O N I C C L U B D R A M A
97
C L U B
T R A I L L O N D O N
DRAMA CLUB IS LOCATED IN THE PRESTIGIOUS HILTON HOTEL IN LONDON. A BELLE EPOQUE ROOM WAS INSTALLED AT DRAMA FOR 8 WEEKS AND BECAME A KEY PHOTO OPPORTUNITY FOR ALL WHO ENTER THE VENUE, GAINING EXPOSURE ON SOCIAL MEDIA. IT WAS FEATURED REGUL ARLY ON FACEBOOK AND INSTAGRAM LIVE WITH OVER 6K FOLLOWERS PERNOD RICARD UK COLLABORATED WITH THE TEAM AT DRAMA TO CREATE A BESPOKE SPACE SERVE AND A PERRIERJOUËT BELLE EPOQUE BRANDED PHOTOBOOTH. THE ABSOLUT ELYX CHANDELIER VESSEL AND PERRIER-JOUËT BELLE EPOQUE SERVE ARE USED REGUL ARLY TO PRODUCE RITUAL SERVES TO TABLE SPENDERS. A GREAT WAY TO DRIVE BRAND AWARENESS AND INCREASE DESIRABILITY
6k S O C I A L M E D I A
R E A C H
98
RPVA: PRESTIGE RETAIL
04 B E L L E S E C O N D A S T H E
E P O Q U E ’ S F E A T U R E
C H A M P A G N E M O N T H
I C O N I C
T H E
R E T A I L E R
F O R T N U M
99
A T
O F
&
M A S O N
800k+ M O N T H L Y P A S S E R S
B Y
SEPTEMBER MARKED THE RETURN OF BELLE EPOQUE AS CHAMPAGNE OF THE MONTH AT FORTNUM & MASON, SUPPORTED BY THE WIDER PERRIERJOUËT BRAND. STATUS FOR THE MONTH INCLUDED INCREASED VISIBILITY AND PROMOTION INCLUDING A CENTRAL DISPL AY IN THE WINE SHOP, BY-THEGLASS LISTINGS IN ALL BARS AND A WINDOW DISPLAY FEATURE IN THE WINE BAR.
INCREASED VISIBILITY AND PROMOTION, INCLUDING A CENTRAL DISPL AY IN THE WINE SHOP
NOT JUST LIMITED TO
THE PICCADILLY STORE, PERRIERJOUËT ALSO GAINED AN ADDITIONAL FEATURE ONLINE AND CRUCIALLY FEATURED PROMOTION AT THE FORTNUM & MASON OUTPOST AT ST. PANCRAS STATION.
WITH ITS 800,000+ MONTHLY
PASSENGER NUMBERS, THE EUROSTAR TERMINAL OUTLET GAINED INCREDIBLE INTERNATIONAL VISIBILITY THIS PROMOTIONAL SLOT IS A FUNDAMENTAL FEATURE OF PERNOD RICARD UK PARTNERSHIP WITH THIS LEGENDARY RETAILER ACROSS THE LE CERCLE PORTFOLIO, AND MARKS THE PERRIER- JOUËT BRAND AS A STRATEGICALLY VITAL PL AYER FOR LONDON’S PRESTIGE RETAIL ACCOUNT BASE
100
RPVA: PRESTIGE RETAIL
04 C O R D O N
B L E U
‘ I N T E N S E L I M I T E D
H E A T ’
E D I T I O N L A U N C H
F O R T N U M
&
M A S O N
ADDED IMAGE
101
THE MONTH OF NOVEMBER SAW THE EXCLUSIVE LAUNCH OF MARTELL CORDON BLEU ‘INTENSE HEAT’ LIMITED EDITION AT THE PICCADILLY DEPARTMENT STORE. A BEAUTIFULLY CRAFTED CENTRAL DISPL AY IN THE FINE SPIRITS ROOM WAS CREATED AND INSTALLED FOR THE LENGTH OF THE EXCLUSIVITY PERIOD, COVERING THE KEY CHRISTMAS TRADING PERIOD OF NOVEMBER & DECEMBER, AND BENEFITTING THE MARTELL BRAND WITH UNPRECEDENTED VISIBILITY IN THIS ICONIC RETAILER THE DISPL AY WAS CAREFULLY DESIGNED AND CRAFTED TO COMMUNICATE THE PRODUCT MESSAGE TO CONSUMERS VISUALLY THROUGH ITS CHARRED BARREL DESIGN, HEROING CORDON BLEU AMONGST FORTNUM & MASON’S HNWI COMMUNITY THROUGH IMPACTFUL COMMUNICATION OF THE LIMITEDEDITION EXPRESSION.
THE LAUNCH
AND DISPL AY MARKS THE CONTINUATION OF A BUILDING AND DEVELOPING RELATIONSHIP WITH THIS RETAILER, THIS LEVEL OF ACTIVATION HAVING NEVER BEFORE BEEN EXECUTED WITHIN THIS
A BEAUTIFULLY CRAFTED CENTRAL DISPL AY IN THE FINE SPIRITS ROOM WAS CREATED AND INSTALLED FOR THE LENGTH OF THE EXCLUSIVITY PERIOD
STRATEGICALLY IMPORTANT ACCOUNT
102
RPVA: PRESTIGE RETAIL
04
103
R O Y A L
S A L U T E
A N D A R T
T H E O F
E N T E R T A I N I N G H A R R O D S
ROYAL SALUTE AND WATERFORD CRYSTAL HARRODS WINDOW
IN MARCH AND APRIL WE SAW THE LAUNCH OF THE ART OF
R O Y A L
ENTERTAINING, A SHOWCASE OF THE FINEST FOOD, WINE AND HOME BRANDS AVAILABLE AT HARRODS,
S A L U T E
F E A T U R E S I N
H A R R O D S
WHICH FEATURED ROYAL SALUTE 21 YEARS OLD. ROYAL SALUTE WAS IN PRIME POSITION IN A LARGE WINDOW NEXT TO A MAIN ENTRANCE OF HARRODS, PARTNERED WITH WATERFORD CRYSTAL HARRODS HAVE OVER 200 PLASMA
A R T
E N T E R T A I N I N G C A M P A I G N W H I C H T O
BRANDS DURING THE 2 MONTH CAMPAIGN THAT ROTATED ON A LOOP ON THE SCREENS A ROYAL SALUTE AD ALSO FEATURED IN THE APRIL ISSUE OF HARRODS MAGAZINE AS WELL AS A DEDICATED IN STORE DISPLAY IN THE HARRODS SPIRITS ROOM
A I M S
I N S P I R E L O C A L
SCREENS AROUND THE STORE AND ROYAL SALUTE WAS ONE OF THE
O F
R E S I D E N T S W I T H
T H E I R
D I F F E R E N T T Y P E S
O F
C E L E B R A T I O N O C C A S I O N S 104
RPVA: PRESTIGE RETAIL
04 M A X
W A R N E R
H O S T S
A N
I N T I M A T E M A S T E R C L A S S C H I V A S
O N
U L T I S
H E D O N I S M
W I N E S
TO SUPPORT CHIVAS ULTIS’ INCLUSION IN ONE OF THE FINEST SPIRITS RETAIL COLLECTIONS IN LONDON, AND INDEED THE WORLD, A CAREFULLY CURATED GUEST LIST OF 8 HIGH NET WORTH INDIVIDUALS FROM HEDONISM’S CUSTOMER BOOK WERE INVITED TO JOIN A MASTERCLASS ON CHIVAS ULTIS IN THE LUXURIOUS SETTING OF HEDONISM’S MAYFAIR WINE & SPIRITS BOUTIQUE. THE EVENING WAS HOSTED BY CHIVAS’ GLOBAL BRAND AMBASSADOR MAX WARNER
105
THE SESSION WAS ENTIRELY FOCUSSED ON THE ULTIS PRODUCT AND NOTHING ELSE.
GUESTS WERE
INVITED TO TASTE, APPRECIATE AND LEARN IN DETAIL FROM MAX ABOUT EACH OF THE FIVE INDIVIDUAL MALTS THAT MAKE UP CHIVAS ULTIS BEFORE FINISHING WITH SAMPLING THE COMPLETED PRODUCT.
THIS
EXCLUSIVE OPPORTUNITY ALLOWED GUESTS TO ACHIEVE AN ENHANCED APPRECIATION AND UNDERSTANDING OF EACH ELEMENTS INDIVIDUAL
A
C A R E F U L L Y C U R A T E D G U E S T O F N E T
8
BLENDED MALT WHISKY THIS MONEY CAN’T BUY SESSION WAS
A CAREFULLY TARGETED REACH
INTO ONE OF THE MOST EXCLUSIVE HIGH NET WORTH CUSTOMER BOOKS IN WINE & SPIRITS RETAIL, AND CEMENTED THE CHIVAS BRANDS CREDENTIALS AS AN ICON AND
H I G H
W O R T H
I N D I V I D U A L S
PERSONALITY AND CONTRIBUTION TO THIS CAREFULLY CRAFTED LUXURY
L I S T
F R O M H E D O N I S M ’ S C U S T O M E R B O O K
W E R E
I N V I T E D J O I N
T O T H E
E V E N T
INNOVATOR OF LUXURY IN GUESTS HEARTS AND MINDS
106
RPVA: PRESTIGE RETAIL
04 R O Y A L 2 1
S A L U T E
Y E A R S
F E S T I V E W I N D O W
O L D P A C K
D I S P L A Y W H I S K Y
S H O P
80k
V I S I T O R S
APRIL SAW THE INSTALLATION OF ROYAL SALUTE 21 YEARS OLD FESTIVE PACK WINDOW DISPL AY AT THE WHISKY SHOP BRANCH IN PICCADILLY. THIS ICONIC STORE,
T H I S S P A C E
O F F E R S
A
U N I Q U E
LOCATED OPPOSITE THE RITZ, RECEIVES 80,000 VISITORS A YEAR AND IS LOCATED ADJACENT TO GREEN PARK TUBE STATION WITH ITS
D I S P L A Y
R E A C H T H E
M A Y F A I R H I G H
THREE MILLION MONTHLY USERS THIS DISPLAY SPACE OFFERS UNPRECEDENTED REACH INTO THE MAYFAIR HIGH NET WORTH COMMUNIT Y, PREDOMINANTLY IN THE NOTABLE FAMILY AND BUSINESS LEADER AND OFFICIAL DEMOGRAPHICS BUT EQUALLY WITH A GLOBAL REACH IN TERMS OF TOURISM VISITS. THE STUNNING TRANSLATION OF THE FESTIVE PACK DESIGN INTO A LARGER DISPL AY FORMAT, BEAUTIFULLY CEMENTS THE PACK’S STATUS AS THE ULTIMATE GIFT FOR THE LUXURY WHISKY CONSUMER
I N T O
N E T
W O R T H
C O M M U N I T Y , M A I N L Y I N
T H E
N O T A B L E F A M I L Y
A N D
B U S I N E S S L E A D E R
A N D
O F F I C I A L D E M O G R A P H I C S
108
RPVA: PRESTIGE RETAIL
04 A B S O L U T
E L Y X
C H R I S T M A S
T R E E
S E L F R I D G E S T A K E O V E R L O N D O N
A T
C H R I S T M A S
109
THE ABSOLUT ELYX CHRISTMAS TREE IN SELFRIDGES OXFORD STREET WINDOWS
DURING THE LEAD UP TO CHRISTMAS IN SELFRIDGES, ABSOLUT ELYX STOLE THE SHOW IN SELFRIDGES WITH A STRONG WINDOW DISPLAY ON OXFORD STREET, A DISPL AY IN STORE, SECONDARY FEATURE IN CHRISTMAS WINDOWS, FEATURES ONLINE AND IN THE SELFRIDGES CHRISTMAS LUXURY GIFT GUIDE. THIS DELIVERED NEW LISTINGS FOR ABSOLUT ELYX BOTH WITH THE 70CL AND 1.5L WHICH PREVIOUSLY HAD NOT BEEN AVAILABLE IN SELFRIDGES, AS WELL AS GREAT VISIBILITY OF ABSOLUT ABSOLUT ELYX AT A KEY TRADING PERIOD. THE ABSOLUT ELYX COPPER PINEAPPLES AND COPPER GNOME DRINKING VESSELS HAD GREAT FEATURE IN THE STORE AND ACCORDING TO THE SELFRIDGES BWS BUYER, THE ACTIVITY WAS THE STRONGEST OF ALL THE DRINKS BRANDS IN STORE THAT YEAR
T H E
E L Y X M A S
T R E E
W I N D O W D I S P L A Y
THE ELYXMAS TREE WINDOW DISPL AY
W O W E D
WOWED CHRISTMAS SHOPPERS ON OXFORD STREET, MANY OF WHOM WERE SNAPPING SELFIES WITH THE COPPER CHRISTMAS TREE
C H R I S T M A S S H O P P E R S O N
O X F O R D S T R E E T , M A N Y
W H O M
940k F A C E B O O K R E A C H
O F
W E R E
S N A P P I N G S E L F I E S W I T H
T H E
C O P P E R C H R I S T M A S T R E E 110
HNWI ENGAGEMENT
04 V I N T A G E P E R R I E R - J O U Ë T D I N N E R
W I T H
B A R C L A Y S W E A L T H
111
A VERTICAL TASTING OF HISTORICAL VINTAGES AT 67 PALL MALL
1982 1985 1996 A JOURNEY THROUGH THE HISTORY OF PERRIER-JOUËT GUIDED BY THE 1982, 1985 AND 1996 VINTAGES
BARCL AYS WEALTH AND JONATHAN SIMMS HOSTED 10 PRIVATE BANKING CLIENTS AT AN EXCLUSIVE VINTAGE PERRIER-JOUËT DINNER AT PRIVATE MEMBERS’ CLUB 67 PALL MALL GUESTS WERE TREATED TO PERRIER-JOUËT BELLE EPOQUE 2006 FROM MAGNUM UPON ARRIVAL. 67 PALL MALL’S HEAD CHEF MARCUS VERBENE EXPERTLY PAIRED A 3-COURSE MEAL WITH PERRIER-JOUËT BELLE EPOQUE 1982, 1985 AND 1996
112
HNWI ENGAGEMENT
04 A N
O F
C R A F T M A N S H I P CELEBRATING CRAFT IN ITS VARIOUS FORMS
A N
113
E V E N I N G
E X C E P T I O N A L
P A I R I N G
S P E N C E R
H O U S E
AN EVENING ABOUT CRAFT IN ITS VARIOUS FORMS, AIMED AT ENHANCING GUESTS’ KNOWLEDGE OF OUR PRODUCTS IN AN ENGAGING AND EXPERIENTIAL WAY BEYOND THE MERE PRODUCT. IN ASSOCIATION WITH OUR PARTNERS SAVILE ROW BESPOKE ASSOCIATION, ROLLS ROYCE, CHRISTIE’S, BARCL AY’S BANK AND COCOA RUNNERS – 100 OF THEIR TOP CLIENTS WERE TREATED TO A PERRIER-JOUËT RECEPTION AT A SAVILE ROW TAILOR WHERE THEY COULD EXPERIENCE THE ART OF SUIT MAKING. THEY WERE THEN DRIVEN BY ROLLS ROYCE TO SPENCER HOUSE IN ST. JAMES’S, LONDON, WHERE A PANEL OF SPECIALISTS IN VARIOUS FIELDS OF CRAFT (TAILORING, CHOCOLATE, WHISKY AND ART) DISCUSSED THE RELEVANCE OF CRAFT IN THIS MODERN DAY A THREE-COURSE MEAL FOLLOWED, AND THE EVENING CULMINATED IN A TASTING OF A SELECTION OF WHISKIES, EACH PAIRED WITH A UNIQUE CRAFT CHOCOLATE TO MATCH ITS TASTE PROFILE
FROM THE CRAFT OF WHISKY TO CHOCOLATE VIA BESPOKE TAILORING 114
HNWI ENGAGEMENT
04 V A N I T Y
F A I R
P A R T Y
A T
C H R I S T I E ’ S COCKTAILS INSPIRED BY THE HISTORY OF CHRISTIE’S
ABSOLUT ELYX LED THE WAY AT THE CONTEMPORARY ART COCKTAIL WITH VANITY FAIR AT CHRISTIE’S AUCTION HOUSE IN ST. JAMES’S, LONDON MORE THAN 1000 GUESTS ENJOYED THE ‘LOT 116’ COCKTAIL: A MANGO BASED ABSOLUT ELYX COCKTAIL, AS ONE OF JAMES CHRISTIE’S FIRST EVER AUCTION LOTS 250 YEARS AGO WAS A CRATE OF MANGOES 200 VIP CLIENTS ATTENDED THE SPECIAL PREVIEW OF THE CONTEMPORARY ART COLLECTION AND WERE OFFERED A PERSONALIZED COPPER ABSOLUT ELYX CUP, ENGRAVED BY LOCAL CRAFTSMEN
115
ABSOLUT ELYX COPPER CUPS WERE HAND ENGRAVED BY CRAFTSMEN
P E R R I E R - J O U Ë T B A R
A T
T H E
S O T H E B Y ’ S J E W E L L E R Y
W E E K
D I A M O N D C H A M P A G N E W I T H
C U T
P A I R E D
D I A M O N D S
PERRIER-JOUËT ENHANCED THE GLOBAL PREVIEW OF SOTHEBY’S MAGNIFICENT JEWELS SALE AT SOTHEBY’S LONDON HQ ON BOND STREET IN MAYFAIR. THE COLLECTION OF UNIQUE AND PRICELESS JEWELLERY WAS ON DISPL AY AT THE AUCTION HOUSE’S LONDON SHOWROOMS, AND INVITED GUESTS WERE OFFERED A GLASS OF PERRIER-JOUËT BLASON ROSÉ FROM THE DEDICATED PERRIER-JOUËT BAR. OUR DIAMOND-CUT CHAMPAGNE IS IN THE GOOD COMPANY OF PIECES SUCH AS THE APOLLO AND ARTEMIS DIAMONDS (PICTURED), WITH AN APPROXIMATE VALUE OF $50,000,000 AND $18,000,000 RESPECTIVELY
MULTI-MILLION DOLLAR PIECES OF JEWELLERY WERE ON DISPL AY 116
HNWI ENGAGEMENT
04 L U X U R Y P A R T N E R S C H R I S T M A S C O C K T A I L INSPIRING OUR PARTNERS FOR CHRISTMAS
THE ANNUAL LUXURY PARTNERS CHRISTMAS COCKTAIL PARTY WAS HOSTED AT THE TRUNK BAR OF OUR PARTNER CANDY CAPITAL. GUESTS ENJOYED FLUTES OF PERRIERJOUËT BLASON ROSÉ, THE CHIVAS 18 GINGER BELLE, THE MARTELL CORDON BLEU GOURMAND SERVE AND THE OPPORTUNITY TO CREATE A BESPOKE ABSOLUT ELYX MARTINI. WE WERE JOINED BY PARTNERS FROM ROLLS ROYCE, NETJETS, CHRISTIE’S, VAN CLEEF & ARPELS, GRAFF, GEORG JENSEN, LAND ROVER AND MANY MORE THE EVENT ALLOWS US TO SHOWCASE OUR PRODUCTS AND ACTIVATIONS AT A KEY TIME OF YEAR, TO KEEP PERNOD RICARD TOP OF MIND OVER THE FESTIVE PERIOD, AND PROMOTE SALES VIA THE HOUSE
117
SHOWCASING EXPERIENCES AROUND THE LE CERCLE RANGE 118
HNWI ENGAGEMENT
04 A A N D
J E W E L L E R Y C H A M P A G N E L U N C H
S O T H E B Y ’ S A
C H A M P A G N E
P A I R E D L O N D O N ’ S
119
A T
L U N C H
I N
M A Y F A I R
IN ADVANCE OF THE SOTHEBY’S FINE JEWELS SALE, WE HOSTED A PRIVATE LUNCH FOR SOTHEBY’S CLIENTS TO VIEW THE COLLECTION PRIOR TO AUCTION AND BE INTRODUCED TO THE WORLD OF BELLE EPOQUE. TEN GUESTS WERE WELCOMED TO SOTHEBY’S BOARDROOM FOR LUNCH AND AN INTRODUCTORY TASTING OF GRAND BRUT, BELLE EPOQUE 2007 AND AUTUMN EDITION 2005 HOSTED BY JONATHAN SIMMS A PAIRED BELLE EPOQUE LUNCH WAS ENJOYED, FOLLOWED BY A JEWELLERY HANDLING OVER DESSERT. IN ADDITION, A SELECT JEWEL WAS PAIRED TO EACH CUVEE BEING PRESENTED, AND DISPL AYED ON THE LUNCHEON TABLE. GUESTS RECEIVED BOTH THE JEWELLERY AND CHAMPAGNE EXTREMELY WELL, AND CONVERSATION ABOUT THE TWO ENSUED OVER THE MEAL
A DIAMOND-CUT CHAMPAGNE PAIRED WITH DIAMONDS 120
HNWI ENGAGEMENT
04 A N
E V E N I N G W I T H
T H E
F R E N C H C H A M B E R
O F
C O M M E R C E S H O W C A S I N G E X P E R I E N C E S F R E N C H
121
L U X U R Y
T O
L U X U R Y F E L L O W
C O M P A N I E S
THE PERRIER-JOUËT RANGE ON DISPL AY
INSPIRING LUXURY CONVIVIAL EXPERIENCES
IN ORDER TO DEVELOP, BUILD AND STRENGTHEN RELATIONSHIPS WITH FELLOW FRENCH COMPANIES IN THE UK, LAURENT PILLET HOSTED A GROUP OF FELLOW C-LEVEL EXECUTIVES FOR AN EVENING OF CONVIVIAL EXPERIENCES, IN PARTNERSHIP WITH THE FRENCH CHAMBER OF COMMERCE IN GREAT BRITAIN, AT THE CONNAUGHT HOTEL IN MAYFAIR GUESTS WERE TREATED TO A HOST OF ENGAGING EXPERIENCES BY OUR BRAND AMBASSADORS, WHO SURPRISED, DELIGHTED AND INSPIRED THEM TO REPLICATE THESE EXPERIENCES FOR THEIR CLIENTS
122
HNWI ENGAGEMENT
04 C A N N E S
F E S T I V A L W I T H
C A N D Y
C A P I T A L A B S O L U T P E R R I E R - J O U Ë T N I C K
123
L I O N S
C A N D Y ’ S
O N
E L Y X
A N D
S H O W
A T
S U P E R Y A C H T
FOR THE SECOND YEAR IN A ROW, PERRIER-JOUËT & ABSOLUT ELYX WERE ACTIVATED ON BOARD MULTIMILLIONAIRE NICK CANDY’S 63 METER SUPERYACHT (11.11) IN CANNES DURING THE LIONS FESTIVAL THIS CROSS-MARKET ACTIVITY IS A GREAT EXAMPLE OF THE TRUE INTERNATIONAL NATURE OF THE HNWI CLIENT, AND WORKING TOGETHER WITH THE
A SUCCESSFUL CROSS-MARKET ACTIVITY BETWEEN LONDON AND CANNES
TEAM IN FRANCE, THIS UK-BASED PARTNER HAS ENJOYED OUR COLLABORATIVE EFFORTS OVER THE PAST YEARS 10 EVENTS TOOK PLACE ON BOARD WITH OVER 250 HIGH PROFILE GUESTS, INCLUDING ELLIE GOULDING, HALLE BERRY AND SARAH MANLEY
124
HNWI ENGAGEMENT
04 I M P R E S S I O N I S T A N D A R T A T
M O D E R N
C O C K T A I L
C H R I S T I E ’ S
VAN GOGH-INSPIRED COCKTAILS
125
WHEAT IN VARIOUS FORMS
INSPIRED BY ONE OF THE AUCTION’S HIGHLIGHTS, VAN GOGH’S ‘LE MOISONNEUR’, WE CREATED A BESPOKE COCKTAIL FOR THIS BI-ANNUAL EVENT, BASED ON THE SIGHTS, SOUNDS AND SMELLS OF THE REAPER WORKING THE WHEAT FIELDS IN SAINT-RÉMY WITH THE SEA OF GOLDEN CORN AND DEEP COBALT BLUE SKY. THE COCKTAIL, APTLY BASED ON ABSOLUT ELYX, COMBINED SMOKED CORN SYRUP, PEACHES AND LILLET BLANC AND WAS FINISHED WITH AN ABSINTHE SPRAY THE PAINTING WAS SOLD FOR MORE THAN £24,000,000 IN ADDITION, WE OFFERED GUESTS THE OPPORTUNITY TO RECEIVE A PERSONALIZED ABSOLUT ELYX COPPER CUP, HAND ENGRAVED ON-SITE
ABSOLUT ELYX AS A FITTING REFERENCE TO THE WHEAT FIELDS IN ‘LE MOISONNEUR’
THE ART THAT INSPIRED THE COCKTAIL
126
HNWI ENGAGEMENT
04 T H E H O U S E THE HOUSE WEBSITE IS LIVE SINCE OCTOBER 2016
FOLLOWING OVER A YEAR OF DEVELOPMENT, THE HOUSE WAS LAUNCHED IN OCTOBER 2016 THE HOUSE IS THE DIGITAL EXPRESSION OF PERNOD RICARD UK’S HNWI ENGAGEMENT STRATEGY, WHICH IS FOUNDED ON A LUXURY PARTNERSHIP APPROACH. OUR LUXURY PARTNERS ARE THE GATEKEEPERS TO THEIR HNWI CLIENT BASE AND BY OFFERING UNIQUE, BESPOKE, MONEY-CAN’T-BUY EXPERIENCES TO OUR LUXURY PARTNERS, WE ARE ABLE TO ENGAGE WITH THEIR CLIENTS. THESE CLIENTS THEN BECOME MEMBERS OF THE HOUSE, ALLOWING US TO REACH OUT TO AND ENGAGE WITH THEM ON AN ONGOING BASIS
127
THE ONLINE ECRM STRATEGY CONSISTS OF A RANGE OF TOPICS SUCH AS THE HISTORY OF OUR LE CERCLE BRANDS, COCKTAIL RECIPES, SERVING SUGGESTIONS AND MORE. IN YEAR TWO WE WILL INCREASINGLY FOCUS ON LIFESTYLE CONTENT, SUPPORTED BY OUR LUXURY BRAND PARTNERS IN ADDITION, THE HNWI
THE HOUSE IS THE DIGITAL EXPRESSION OF PERNOD RICARD UK’S HNWI ENGAGEMENT STRATEGY
ENGAGEMENT STRATEGY SEES A SUITE OF OFFLINE ACTIVITY WITH THE HNWI CLIENT BASE, SUCH AS WHISKY TASTINGS AND PREOPENING INVITATIONS TO NEW VENUES (PICTURED), EXPANDING INTO BRAND HOME VISITS IN THE NEAR FUTURE THE HOUSE’S VISION IS TO BE THE CREATOR OF CONVIVIAL MOMENTS THROUGH EXCLUSIVE AND UNIQUE EXPERIENCES, SERVICES AND PRODUCTS WITH THE AIM TO DRIVE BRAND AWARENESS AND INCREASE BRAND EQUITY OF THE LE CERCLE PORTFOLIO AMONGST THE HNWI AUDIENCE
128
HNWI ENGAGEMENT
04 T H E P E R R I E R - J O U Ë T C H A M P A G N E T E R R A C E
A T
M A S T E R P I E C E 2 0 1 7 A
W E E K
O F
H N W I
E N G A G E M E N T O N E
O F
T H E
L E A D I N G
129
A T
W O R L D ’ S
A R T
F A I R S
FOR THE SECOND YEAR IN A ROW, PERRIER-JOUËT WAS THE EXCLUSIVE CHAMPAGNE PARTNER OF MASTERPIECE LONDON THROUGHOUT THE FAIR’S 8 DAYS, JUST UNDER 50,000 VISITORS ATTENDED AND HAD THE OPPORTUNITY TO VISIT THE 300 SQUARE METER PERRIERJOUËT CHAMPAGNE TERRACE WHICH WAS CENTRED AROUND THE LAUNCH OF PERRIER-JOUËT BLANC DE BLANCS NV. THIS YEAR’S ENGAGEMENT ACTIVITY INCLUDED DAILY TASTINGS OF THE NONVINTAGE RANGE AS WELL AS VARIOUS BELLE EPOQUE VINTAGE TASTINGS, ALL HOSTED BY CHAMPAGNE AMBASSADOR JONATHAN SIMMS IN ADDITION, A VARIETY OF LUXURY BRAND PARTNERS HOSTED THEIR CLIENTS ON THE TERRACE, BE IT FOR A TUTORED TASTING OR A GLASS OF BLANC DE BLANCS NV A WIDE RANGE OF PRESS WAS INVITED TO THE FAIR TO EXPERIENCE THE BLANC DE BLANCS NV AND ENJOY THE PERRIERJOUËT CHAMPAGNE TERRACE
50,000 A P P R O X I M AT E LY
ATTENDEES VISITED THE 2017 EDITION OF THE FAIR 130
HNWI ENGAGEMENT
04 B O O D L E S
T E N N I S
P E R R I E R - J O U Ë T P A R T N E R S H I P S T O K E &
P A R K
H O T E L
C O U N T R Y
C L U B
THE BOODLES TENNIS IS A SOCIETY EVENT THAT TAKES PLACE WEST OF LONDON EACH YEAR. IT ATTRACTS 2000 HNWI EACH DAY PAYING BETWEEN £70 AND £700 FOR A TICKET DEPENDING ON LEVEL OF HOSPITALITY. ITS UNIQUENESS IS THAT IT IS SET IN THE BEAUTIFUL GARDENS OF STOKE PARK HOTEL & COUNTRY CLUB IT IS FITTING FOR PERRIER-JOUËT TO SPEAK TO ITS TARGET AUDIENCE IN THIS ENVIRONMENT AS THE ASSETS AND ACTIVATIONS IN PL ACE FIT PERFECTLY WITH THE BRAND’S LINK TO NATURE, ART AND ‘GARDENS OF WONDER’
131
9
13 52
BELLE EPOQUE
13 POSTS FROM @THEBOODLESTENNIS
PACKAGES SOLD AT
FEATURING PERRIER-JOUËT WITH AN
£250 VS £150
AVERAGE OF 70 LIKES
%
220k
21
73
804 physical cases sold up 21% vs last year, including 40 Blanc de Blancs NV and 84 Blason Rosé
PRODUCING SOCIAL MEDIA
11
INFLUENCERS HOSTED
220K FOLLOWERS
INCL. MEMBERS OF
INCLUDING:
Bet t y Ba chs – m o d e l ; L a u ra Pr ad elska – G OT, L a d y Vi ct o ri a Her vey; Ol i v i a In ge – m o d e l
BARCL AYS WEALTH
MANAGEMENT AND THE NED
T H R E E A C T I V A T I O N
1
HOSTED
HNWI HOSTED
COVERAGE REACHING
KEY TRADE GUESTS
GENERAL ADMISSION • P E R R I E R-J O U Ë T C I T R O E N VA N C H A M PA G N E B A R • P E R R I E R-J O U Ë T C O U R T S I D E BOT TLE BAG SERVICE • P E R R I E R-J O U Ë T B L A S O N R O S É & S T R AW B E R R I E S PA C K A G E • B E L L E E P O Q U E PA C K A G E U P G R A D E T O J O I N A P R I VAT E TA S T I N G • AVA I L A B I L I T Y O F B L A N C D E BL ANCS AS ADVERTISED IN THE OFFICIAL PROGRAMME
2 3
L E V E L S
T O O K
O F
P L A C E
PL AYERS’ LOUNGE • P E R R I E R-J O U Ë T PA I R E D L U N C H • BELLE EPOQUE AFTERNOON TEA UPGRADE
PRIVATE HOSTING AT THE PERRIERJOUËT ‘GARDEN OF WONDER’ CHALET • INVITEES INCLUDED INFLUENCERS, HNWI AND TRADE GUESTS • I N T R O D U C T I O N O F PJ B L A N C D E BL ANCS TO ALL GUESTS
132
T H E
L E
N O W
C E R C L E
H A S
M I N I M U M
P R E S E N C E
I N
O F
I C O N I C
A C C O U N T S . 2 %
V E R S U S
D O U B L E G R O W T H
P O R T F O L I O
6 1 % A N
I N C R E A S E
L A S T
D I G I T F O R
O F
A
Y E A R
O F
A N D
P E R C E N T A G E A B S O L U T
E L Y X
OVER 40 UNIQUE ACTIVATIONS AND EVENTS ACROSS THE ON TRADE, PRESTIGE RETAIL AND WITH OUR LUXURY PARTNERS, MISSION LONDON CONTINUES TO DELIVER AGAINST ITS 2020 AMBITIONS
05 LE CERCLE
LE CERCLE
05 P E R R I E R - J O U Ë T B E L L E
E P O Q U E
HIGHLIGHTS FROM FY17
41 / 64 BELLE EPOQUE LISTED IN 41 OUT OF 64 ICONIC ACCOUNTS
LIGHTHOUSES CREATED AT THE SANDERSON HOTEL AND IN DRAMA NIGHTCLUB
UNIQUE SERVING VESSEL CREATED FOR RESTAURANT 34
EXCLUSIVE PARTNER OF BOODLES TENNIS AND MASTERPIECE
LUXURY PARTNERSHIP EVENTS AT SOTHERBY’S AND BARCL AYS WEALTH
135
A B S O L U T E L Y X HIGHLIGHTS FROM FY17
46 / 64 ELYX LISTED IN 46 OUT OF 64 ICONIC ACCOUNTS
CREATIVE COCKTAILS AT CITY SOCIAL AND SHANGRI LA’S “GONG” BAR
UNIQUE SERVING VESSEL CREATED FOR ONE ALDWYCH
LIGHTHOUSES CREATED AT SEXY FISH & CHILTERN FIREHOUSE
LUXURY PARTNER EVENT AT CHRISTIE’S AUCTION HOUSE
WINDOW DISPL AY CREATED AT SELFRIDGES
136
LE CERCLE
05 M A R T E L L A N D
X O
A B O V E
HIGHLIGHTS FROM FY17
49 / 64 MARTELL CORDON BLUE LISTED IN 49 OUT OF 64 ICONIC ACCOUNTS
45 / 64 MARTELL XO LISTED IN 45 OUT OF 64 ICONIC ACCOUNTS
CREATIVE COCKTAIL CREATED
EXCLUSIVE LAUNCH FOR
AT THE ARTESIAN “FORGED
CORDON BLEU “INTENSE HEAT”
BY FLAMES”
AT FORTNUM AND MASON
LIGHTHOUSE CREATED AT THE
LUXURY PARTNERSHIP EVENT
MONDRIAN WITH THE MARTELL
AT THE CONNAUGHT WITH
SUITE
THE FRENCH CHAMBER OF COMMERCE
137
P L Y M O U T H G I N HIGHLIGHTS FROM FY17
59 / 64 PLYMOUTH LISTED IN 59 OUT OF 64 ICONIC ACCOUNTS
CREATIVE COCKTAILS AT CITY SOCIAL AND THE IVY RESTAURANT
UNIQUE SERVING VESSEL CREATED FOR CLARIDGES
LIGHTHOUSE CREATED AT THE BULGARI HOTEL WITH THE DEDICATED NEGRONI TRAY
138
LE CERCLE
05 R O Y A L
S A L U T E
HIGHLIGHTS FROM FY17
52 / 64 ROYAL SALUTE IS LISTED IN 52 OUT OF 64 ICONIC ACCOUNTS
CREATIVE COCKTAILS AT THE ROSEWOOD HOTEL’S “SCARFE’S” BAR
WINDOW DISPL AYS CREATED AT HARRODS AND THE WHISKY SHOP
EXCLUSIVE LAUNCH FOR 30-YEAR-OLD FLASK EDITION AT THE BULGARI HOTEL LUXURY PARTNERSHIP
EVENT AT SOTHERBY’S AND BARCL AYS WEALTH
139
T H E 1 8
G L E N L I V E T Y E A R S A N D
O L D
A B O V E
HIGHLIGHTS FROM FY17
33 / 64 THE GLENLIVET 18 YEARS OLD IS LISTED IN 33 OUT OF 64 ICONIC ACCOUNTS
THE GLENLIVET XXV IS LISTED IN 13 OUT OF 64 ICONIC ACCOUNTS, INCLUDING THE LANESBOROUGH AND DORCHESTER HOTELS; ANNABEL’S AND MARK’S PRIVATE MEMBERS’ CLUBS
EXCLUSIVE WHISKY PAIRING EVENT WITH HNWI’S AND LUXURY PARTNERS AT SPENCER HOUSE
140
A
R E V I E W
O F
A C T I V A T I O N S B Y
O U R
K E Y
T H E E X E C U T E D C O M P E T I T O R S
06
COMPETITOR REVIEW
COMPETITORS
06 N I G H T
S A B R E
B E L V E D E R E ’ S D E V E L O P M E N T
F O R
N I G H T C L U B
A
L A S E R
A N D
E T C H I N G
B L A C K
C O A T I N G , L E D
L I G H T S
L I N I N G W H E N O N , O F
T H E
I T S
A N
143
B A S E .
T U R N E D
E F F E C T
M I S T Y
E M E R G E S T H E
W I T H
T R E E S F R O M
B O T T L E
L A T E S T T H E
W O R L D
L O U I S B O T T L E S E C U R E
Y O U R
P R I V A T E C A B I N E T N E W E S T
A T
X I I I K E E P
V E R Y
O W N
L O U I S
X I I I
L O N D O N ’ S
M E M B E R S ’
C L U B
“AN EXCLUSIVE WALL FEATURING 12 PRIVATE LOUIS XIII CABINETS HAS BEEN UNVEILED AT THE DEVONSHIRE CLUB, LOCATED IN THE HEART OF THE CIT Y OF LONDON. SPECIALLY DESIGNED FOR THE CHIC PRIVATE MEMBERS’ CLUB, EACH GLASS CABINET HOLDS AN ENGRAVED DECANTER OF LOUIS XIII, FOUR CRYSTAL PILLET GLASSES AND A SERVING PIPETTE LOCKED SAFELY AWAY. WITH THE OWNER’S NAME ENGRAVED ON A PERSONALISED PLAQUE INSIDE AND ON THE FRONT OF THE CABINET, A PRIVATE KEY OPENS-UP THE EXPERIENCE TO EACH CONNOISSEUR WHO PURCHASES ONE OF THESE ICONIC CABINETS, OFFERING THE PLEASURE OF SHARING LOUIS XIII WITH FRIENDS AND COLLEAGUES ON ANY VISIT TO THIS LOUIS XIII FORTRESS. AN ICONIC MASTERPIECE FOR A WALL OF LOUIS XIII FAME”
144
COMPETITORS
06 T H E
R E T U R N
( A G A I N ) L A R E M Y
M A R T I N I T S
T I M E ,
I N
M A I S O N
H A S
B R O U G H T
P O P - U P
L O N D O N A
F O R N E W
O F
C L U B
T H E
T O
T H I R D
L O C A T I O N
LOCATED THIS TIME ON SOHO’S WARDOUR STREET, THE POP-UP RAN BETWEEN FEBRUARY 16
TH
AND MARCH 4
TH
.
THE TWO STOREY SPACE FEATURED A BOUTIQUE SELLING BLENDS FROM AROUND THE GLOBE, INCLUDING EDITIONS PREVIOUSLY ONLY AVAIL ABLE IN THE US AND CHINA, AS WELL AS THE BRAND’S NEW LIMITED EDITION CARTE BLANCHE À BAPTISTE LOISEAU. THE BOUTIQUE WAS AVAILABLE TO THE PUBLIC DURING THE DAY AVAIL ABLE ONLY TO REMY MARTIN MEMBERS, L A MAISON HOSTED A SERIES OF AFTER-WORK GATHERINGS AND EXPERIENCES. THESE INCLUDED LIFESTYLE MASTERCLASSES LED BY LEADING UK CRAFTSMEN AND EXPERTS. A SET OF SECRET DOORS LED TO THE GALLERY AREA, WHICH FEATURED A STREET-FOOD INSPIRED MENU AND COCKTAILS FROM 4PM UNTIL MIDNIGHT. THE “BASEMENT SPEAKEASY” HOSTED EVENING ENTERTAINMENT, INCLUDING DJS AND MIXOLOGISTS
145
T H E S T O R E Y
T W O
S P A C E
F E A T U R E D A
B O U T I Q U E
S E L L I N G F R O M
B L E N D S A R O U N D
T H E
G L O B E 146
A N O T H E R T O
L O O K
P L E N T Y
E X C I T I N G F O R W A R D
O F
A L R E A D Y
Y E A R T O
W I T H
A C T I V A T I O N S
U N D E R W A Y
07 THE YEAR AHEAD
07 T H E
Y E A R
A H E A D
WITH THE OPPORTUNITY TO CREATE A TEMPLE AT HARRODS AND REBRAND THEIR CONSERVATORY RESTAURANT, THE CHRISTMAS LOBBY SPONSORSHIP AT THE LANGHAM AND THE CREATION OF A PRIVATE DINING ROOM AT THE DEVONSHIRE CLUB, PERRIER-JOUËT WILL BE WELL REPRESENTED THIS YEAR IN ADDITION, SOME UNIQUE POINT OF SALE HAS BEEN CREATED FOR NIGHTCLUBS. FOR EXAMPLE, A VAST CAGE DELIVERING A 6L BOTTLE OF PERRIER-JOUËT BELLE EPOQUE TO YOUR TABLE AT REIGN AND A 12-BOTTLE PLINTH CARRIED TO YOUR TABLE WITH WAITERS IN FULL HEADDRESS, DESIGNED TO COMPLIMENT THE COLOURS OF PERRIER-JOUËT, WILL CERTAINLY DRIVE SALES AND VISIBILITY
149
150
07 T H E
Y E A R
A H E A D ( C O N T I N U E D )
WE WILL CONTINUE TO WORK WITH OUR LUXURY BRAND PARTNERS TO ENGAGE WITH THEIR HNWI CLIENTS, BY ADDING VALUE TO THEIR EVENTS
151
T H E
M A R T E L L
L U X U R Y
P Â T I S S I E R
C O N T I N U E S M A C A R O O N S W I T H
P A R T N E R S H I P
O U R
M A T T H I A S
W I T H
“ P I E R R E
T H E
F O U R
C R E A T E D
B R A N D
I N
H E R M É ” C O C K T A I L
A S S O C I A T I O N
A M B A S S A D O R
L A T A I L L E .
E A C H
R E P R E S E N T I N G
A
C O C K T A I L
M A R T E L L
A N D
W I T H
C L A S S I C
O N E C O G N A C
E X P R E S S I O N
The team have also created an Absolut Elyx pendulum serve for larger formats of Absolut Elyx to be served at Reign and a Copper Unicorn head that will deliver a 1.5L bottle of Elyx to your table at the Cuckoo club.
Royal Salute will focus on HNWI engagement through an Olfactory Studio session, a Royal Gun Salute at the Tower of London and the presentation of The Age Collection V.2 to the UK HNWI audience.
Events will remain a big focus and we have already agreed on several events for Halloween, including a Perrier-Jouët Belle Epoque and Absolut Elyx takeover at Drama nightclub.
Prestige Retail is a key focus for us with Chivas Ultis where we will be delivering several mentoring sessions targeting specialist HNWI blended whisky consumers.
Monkey 47’s first UK on trade branded space will be a Winter Lodge at the Rosewood Hotel, present for 3 months, with a bespoke cocktail list featuring only Monkey 47 Original and Sloe gin. On the darker spirits side, there has been a collaboration with Claridges to deliver a “Dead Rabbit” pop-up and a continued focus on the Sobremesa campaign for the Havana Club Iconica range. In addition, The Glenlivet Single Cask project is under way to deliver individual bottlings of carefully selected casks to an iconic customer in time for Burns night. The Cordon Bleu Challenge has also been launched, whereby Matthias will visit the best venues in London and challenge the bar tender to make their favourite cocktail using Martell Cordon Bleu. When tasted side by side against the original, the conclusion is always “Every cocktail tastes better with Cordon Bleu!”. A book with the top 30 recipes will be published in the new year.
From large scale activities such as Masterpiece, to small and intimate dinners with private banking clients, we will accelerate the number of HNWI touchpoints supported by our range of products. The House will deliver a strong and improved series of money-can’t-buy opportunities to its members, focusing on monetising these experiences. We will drive a lifestyle approach by providing a suitable ‘calendar’ of events around the HNWI lifestyle pleasure points, whilst increasingly focussing on bringing our experiences into the homes of the HNWI. All in all, another exciting year to look forward to and regular updates will be made via the Prestige newsletter and available on Chatter, so you can keep updated with all the current activations and events.
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