Pernod Ricard UK has selected marketing agency McCurrach as its new field sales partner in grocery and convenience.
In grocery, the drinks giant said it will deploy a mixture of resources throughout the year, utilising McCurrach’s EPOS analytics tool, DART, to operate data-led campaigns.
In convenience, a new permanent team will be created, which will cover 1,800 stores. Furthermore, Pernod Ricard will be a full category partner for McCurrach’s MyStore+ app, joining current partners to provide category advice and offers to retailers via the app.
James Middleton, Field Sales Director at Pernod Ricard UK, commented: “Pernod Ricard UK chose McCurrach as our off-trade agency partner following a thorough selection process. We were impressed with the agility of the McCurrach model in grocery and in-depth knowledge of the Convenience sector.
“Additionally, McCurrach offer excellent data analysis and reporting tools which will provide great insight alongside clear evaluation of performance. We look forward to working closely to drive our off-trade business together.”
McCurrach Group CEO, Jill Ross, added: “Partnering with one of the biggest alcohol manufacturers and distributors in the world is an exciting prospect for McCurrach, not just because of our shared values, but because it will see us deploy all of our grocery and convenience service propositions in a model tailored for Pernod Ricard UK.”
