SHENZHEN -- Pernod Ricard, the world’s second largest distiller after Diageo, is on a mission to reshape China’s drinking culture, investing heavily in marketing campaigns, including a partnership with Tencent Holdings, to draw millennials to its premium spirits.
While China’s alcohol market is still dominated by beer and the traditional Chinese spirit baijiu, the sales of imported spirits have grown quickly in the past year, with the younger generation open to western tastes.
