As part of Pernod Ricard’s ambition to strengthen its relationship with professionals in the hospitality and nightlife sector, I led a pilot project to design and launch a digital community platform connecting bartenders, restaurant owners, and DJs across key markets. The goal was to create a shared space where professionals could exchange inspiration, learn from each other, and engage directly with Pernod Ricard’s brand ecosystem.
The platform integrated multiple experience layers - a recipe database for signature drinks with their brands ABSOLUT, a music collection curated for venues and events, competitions and challenges to drive engagement, and co-branding collaborations with artists and global beverage brands. The initiative positioned Pernod Ricard not only as a product supplier but as an enabler of creativity and culture within the hospitality community.
The pilot was launched in collaboration with Swedish House Mafia, featuring an exclusive single release that linked music, mixology, and lifestyle into one unified brand experience. This partnership demonstrated how digital platforms can bridge professional communities with cultural expression—transforming brand engagement from marketing communication into a living, participatory ecosystem.
After the pilot phase, the Community is now called Wispr - The wine & spirit Society.
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Andreas Markewärn
