Global Brand Home Strategy

Turning brand heritage into revenue-generating destinations

Imagination partnered with Pernod Ricard to develop a strategic and creative vision for their global portfolio of brand homes. This consultancy work led to targeted urban reinventions and experiential upgrades for iconic brands across the world, including Beefeater, Chivas Regal, Mumm Champagne and Rabbit Hole Distillery.

Pernod Ricard needed to activate their large brand home portfolio to create a new revenue stream business unit, enhance their brand halo effect and capitalise on the growing demand for immersive, participatory experiences. They required tailored strategies that maintained the authentic soul and heritage of each individual brand while safely accommodating growing visitor numbers.

Transforming a Kentucky distillery into a spiritual home

At the Rabbit Hole Distillery in Louisville, we expanded the tasting room and Overlook Bar to flex for multiple uses. Our team placed the bar at the centre of the space to act as a social hub, adding an airwall system to allow for intimate tastings or large functions. We also integrated a series of hidden physical and digital rabbits to encourage discovery.

Reinventing an urban London gin distillery

Identifying Beefeater as a key ‘Urban Reinvention’ opportunity, we crafted an experience vision centred on its London provenance and authentic stories. We designed an inviting visitor journey featuring playful activations, unique architecture and immersive tastings to help secure the capital expenditure required from the board.

Designing a hybrid brand home in Edinburgh

We developed a business case and creative vision for a differentiated Chivas Brand Home in Scotland. Our approach brought together experiential retail, gamification and hospitality to create a new-era hybrid experience designed to build global advocacy.

Structuring a modular narrative in Reims

For the Mumm Champagne Maison in France, we designed a narrative journey comprising six key chapters, taking visitors from the birth of the brand through to its future. This modular approach allows the brand to compress and tailor the story for different audiences and campaign activations.

For the audience

Visitors engaged with highly immersive, brand-specific environments, exploring the heritage and flavour profiles of premium spirits through interactive tours, hybrid retail experiences and flexible tasting spaces.

For the brand

Pernod Ricard successfully created a Brand Homes business unit, operational team and identified new opportunities for commercial growth across their portfolio, securing robust investment cases to elevate their global brand homes into highly participatory, revenue-driving destinations.