Скачать или смотреть The Effective CMO: Pernod Ricard's Matt Foley | The WARC Podcast

Premium alcohol brands are navigating changing drinking habits, AI disruption and new consumer expectations. Matt Foley, former VP Marketing for American Whiskey and Agave Brands at Pernod Ricard, joins WARC's Ann Marie Kerwin to discuss marketing effectiveness in the alcohol category.

Published 8 January 2026.

Episode Overview:

Matt Foley, former VP - Marketing of Pernod Ricard, discusses marketing effectiveness, emphasizing the importance of connecting the entire consumer journey from brand awareness to purchase. He identifies key trends impacting marketing in 2026: value-seeking behavior, wellness trends, social intimacy, and Gen Z demographics. Foley highlights the role of AI in audience segmentation, media optimization, and personalization, using examples like Jameson's sports partnerships and Del Maguey's immersive experiences. He also addresses the balance between brand advertising and performance marketing, leveraging influencers and retail media to drive ROI.

Keywords: consumer sentiment, brand positioning, artificial intelligence, alcohol brands, marketing management, marketing strategy