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Marketing decisions in the premium alcohol category are being driven by gender-neutral concerns, authentic partnerships and consumers’ desire to stand out, according to research conducted by wines and spirits company Pernod Ricard over the past festive season. In the 18- to 35-year-old segment, influencer marketing is still effective, says Kuhle Belu, consumer insights manager at Pernod Ricard, the company behind brands such as Jameson, Absolut and Chivas Regal. She says her company makes use of macro- and micro-influencers, and both are very effective in the right context. The research shows that consumers tend not to buy into influencer marketing when they can’t see the link between the influencer and the brand. It’s also important to steer clear of influencers who work with conflicting brands – it screams inauthenticity and consumers dislike that, she adds. The Gin Box, SA’s first subscription club for craft gin lovers, has successfully used micro-influencers to grow its subscrip...

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