Pernod Ricard launches a connected glass with Havana Club
Loyal to its vision, Pernod Ricard is reinventing conviviality thanks to new technologies and the possibilities they offer in terms of consumer experience.
The Group has signed a partnership with BlackSheep, a start-up whose ambition is to modernize order taking, both in restaurants and bars thanks to a web app, which does not need to be downloaded and allows ordering and paying in 3 clicks. Together, Pernod Ricard and BlackSheep developed an innovative connected glass, launched on July 10 at the Plaza Havana Club in Paris, the ephemeral meeting spot of Havana Club for the summer.
The glass is equipped with an NFC chip that allows the consumer to order a cocktail in a bar. A simple action with a smartphone is enough to transmit the order to the bartender. Now, the consumer only needs to wait to be served at the table or to receive a notification to pick-up the cocktail when ready at the bar.
Knowing that one in three customers foregoes a purchase if the wait exceeds ten minutes, this new concept has been designed to simplify the consumer experience and make it as pleasant as possible. By reducing the time spent ordering, the connected glass is a true creator of conviviality allowing consumers to fully enjoy shared moments without having to hail or wait for the server.
This innovation also responds to the fact that many people who like cocktails give up making them at home because of the perceived complexity. At home, the same technology gives the user access to the “Cocktail Club” web app to find ideas for cocktails, recipes, shopping list based on the ingredients the user already has at home and the number of guests, etc.
During the test, Pierre-Yves Calloc'h, Global Digital Acceleration Director, said:
"I am proud to be able to launch this project which aims to create new habits among consumers to bring cocktails to their homes. In addition to the development possibilities that the connected glass offers, it perfectly meets the Group's digital policy, partnering with start-ups that offer innovative solutions to given problems in order to constantly improve the experience of conviviality.”
The connected glass is the latest example of the Group's digital ambition. Several brands in the Pernod Ricard portfolio have previously launched connected bottle concepts, including Malibu and Mumm.