Pernod Ricard and Mediascope strengthen the performance of the off-trade portfolio campaigns in the autumn-winter 2025 season

After the in-store activations during the summer season, Pernod Ricard Romania and the trade marketing and innovation agency Mediascope continued to develop an extensive program of off-trade campaigns dedicated to the autumn and end-of-year season – one of the most relevant commercial periods for the spirits category.

Carried out between September 1 and December 31, 2025, the campaigns covered the whiskey and white spirits portfolio, composed of the brands Chivas Regal, Jameson, Ballantine’s, The Glenlivet, Aberlour, Skrewball, along with Havana Club, Bumbu and Absolut – in a unified concept of shelf presence, with clear objectives, namely increased visibility in stores and supporting sales during the end-of-year period.

The program was structured in two phases: September 1 – October 31, with a focus on strengthening the retail presence and updating key messages, followed by the November 1 – December 31 stage, dedicated to the gifting and festive consumption season, with commercial mechanics adapted to each category and a rigorous implementation in Modern Trade.

“In the fall and at the end of the year, we aimed for a coherent presence of the portfolio in retail, with clear messages and executions that would support commercial performance. We worked thoroughly together with the Pernod Ricard team to preserve the identity of each brand and, at the same time, to ensure consistency and efficiency in implementation, in a period with very high competition at the shelf”, said Ruxandra Stancu, Head of Client Service & Creative, Mediascope.

On the back of this integrated portfolio program, Pernod Ricard Romania has recorded a positive evolution in off-trade: the company has consolidated its market share in value and now has an increased market share in the Whisky, Rum and Imported Gin categories, supported by top brand performances.

“Analyzing the value performance of the market, we are proud to note that three brands from our portfolio are in the Top 5 Whisky brands in Romania. Absolut maintains its leading position as #1 in the Premium Imported Vodka category, the rum brand Bumbu has doubled its share compared to last year, and Malfy is, without a doubt, the leader in the Super Premium Gin category,” says Andrei Șchiopu, Head of Modern Trade, Pernod Ricard Romania.

“Every end of the year is essential for Off Trade, both from a gifting and consumption perspective. The campaigns carried out together with Mediascope allowed us to strengthen the visibility of the brands in retail and deliver commercial results beyond expectations, in an extremely competitive context. The unitary approach, complemented by activations adapted to each brand, contributed to the efficiency of the program and the performance obtained in key stores”, said Florin Agache, Trade Marketing, Pernod Ricard Romania.

Through the actions initiated, Pernod Ricard and Mediascope reconfirm the consistency of a results-oriented partnership, in which portfolio coherence and rigorous retail execution support performance during the peak season and pave the way for commercial initiatives in 2026.

About Pernod Ricard

Pernod Ricard is a global player in the premium spirits industry, being the leader in the imported spirits market in Romania. The company’s mission, vision and objectives reflect its commitment to excellence, social responsibility and sustainable growth.

Pernod Ricard pursues the long-term development of its brands, fully respecting people and the environment, and seeks to sustain growth and profitability for the benefit of all stakeholders. The company is strategically positioned to capitalize on the continued global demand for premium spirits brands.

In Romania, Pernod Ricard is committed to providing memorable experiences to consumers, supporting large-scale events, such as music festivals, to promote its brands and interact directly with its target audience. This approach is part of the company’s marketing strategy, which focuses on creating authentic and personalized experiences for consumers.

Through these initiatives, Pernod Ricard Romania reaffirms its commitment to the company’s global mission and vision, adapting them to the specifics of the local market and the preferences of Romanian consumers.

About Mediascope

Trade marketing agency Mediascope specializes in New Tech, Data Collection & Data Analysis and automation, brand activations, integrated campaigns and creative solutions for a wide range of clients. With solid experience in multiple industries, the agency offers personalized services, from strategy and creation to implementation and performance measurement.

Areas of expertise:

Brand activations: Organizing and implementing activations at points of sale, within events or in public spaces, to increase visibility and engagement rates.

Integrated campaigns: Developing 360° marketing solutions, which include elements of n ew tech, digital, outdoor, in-store and experiential.

Custom Productions: Development of innovative brand installations and POSMs, theatricalizations, experiential placements, technology and data collection.

Mediascope collaborates with renowned brands from various industries, such as: FMCG, spirits and alcoholic beverages, retail and trade, fashion, events and festivals, being oriented towards delivering campaigns that generate measurable impact, either by increasing sales or by strengthening the brand image.

The Mediascope team offers innovative solutions, but anchored in the realities and business objectives of the clients and is actively involved in the creation and implementation process, collaborating closely with the clients to ensure that each project is aligned with their requirements.