“The emperor has changed clothes. But it’s still the emperor,” declared Tony Atayde, Marketing Head for Pernod Ricard Philippines toDespite the outfit change, he assured us that the blended scotch, founded in 1786, will remain the same. “The liquid does not change.”
“It’s always been a historic brand. At the same time, it now has a historic following,” he noted. Hunter S. Thompson reportedly like it, and so did the priests in“What we’ve now decided is that the consumer is changing. For us to access that consumer, of what is a redefined luxury, we needed to change the way it looked.”“Now, it will appeal to a much younger audience. For us, it was redefining luxury for that generation.
“We recognize that the new bottle appeals to a younger generation, and that younger generation is about self-success, and success as a group,” said Mr. Atayde.
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