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Pernod Ricard launches ‘Gin & Tales’ to promote gin portfolio

Pernod Ricard launches ‘Gin & Tales’ to promote gin portfolio

Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits – has launched a site to promote its premium gin portfolio, which includes Beefeater London Dry, Beefeater 24 and Plymouth Gins.

Created by Publicis Modem, Gin and Tales – – centres around refreshing, different gin cocktails and has been developed in a unique split-screen website format using HTML5. Publicis Modem was briefed to educate consumers on the benefits of each different Pernod Ricard gin brand, and to look beyond the core classics in order to experience new ways to enjoy the spirit.

The site is based around the proposition: ‘Take a fresh look at gin’ and offers a definitive guide to creating, discovering and enjoying signature gin cocktails, alongside authentic tales of gin from some of the world’s most influential drinks experts. Dré Masso – one of London’s leading mixologists – will also conduct a monthly interview with one of his cocktail-making ‘heroes’ – famous bartenders of the 20th and 21st centuries, including cocktail greats such as Peter Dorelli of The Savoy’s American bar. uses a universal cross platform User Interface (UI) and is designed to be a rich and playful experience, encouraging users to ‘discover’ content themselves throughout the site.

The use of HTML5 adds advanced video and media capabilities, integration with hardware, drag and drop and, most importantly; offline and database capabilities. Supported by the majority of browsers and micro-browsers (including Apple, Google, BlackBerry, HP-Palm, and soon to be supported by Microsoft) HTML5 is, de-facto, the only true cross platform technology to date. With HTML5 (combined with java script and CSS) a rich application can be built and run on any Android-based smartphone, iPhone, iPad, Palm Pre, BlackBerry PlayBook or Torch, as well as laptops and netbooks.

The UI format has been developed to easily navigate and easily interact with, and take advantage of, both the screen real estate of tablet devices and the touch screen user interaction mechanism, whilst retaining the same interface as for a laptop or PC. Gin & Tales has a premium magazine look and feel and a clean lay out with crisp, stylish images and beautifully shot videos. Key areas include cocktails featuring each of the Pernod Ricard gin brands, such as Summer Breeze Punch, featured bartenders and bars and Bar School, where videos show users how to make the perfect cocktails, the professional way. Content is set to be updated on a monthly basis. The site has been highly optimised in order to attract users through organic search. The launch strategy also involves liaising with relevant food and drink bloggers.

The site is due to be formally launched on Tuesday 10 May. Jenny Shipton, Marketing Manager for gins at Chivas Brothers commented: “ takes users on a journey of discovery, allowing them to experience a world of Pernod Ricard gin drinks beyond the well known classics. Publicis Modem has created a site that captures the right tone and showcases our gin portfolio in an intuitive, user-friendly way.”

Alix Pennycuick, creative director at Publicis Modem, added: “Choosing which platforms to support continues to vex brands, both big and small. Supporting one platform can be difficult enough, and now developers not only have multiple operating systems to consider, but multiple device types as well. We see HTML5 as the future of the web, as it allows content to be played without the need for plug-ins and with native hardware acceleration (in both Windows 7 and Mac OS X). Crucially, we can now develop apps and sites packaged together, creating universal experiences and views.”

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