industry
watch
I
n the wild and wonderful Digital Age,
it is often the simplest things that get
lost in the flood of “content.” Given
the scope of the Web, it’s all out
there, but getting what you want when
you want it can be a time-gobbling exer-
cise in search-engine gymnastics.
With the express intent of streamlin-
ing the cluttered online universe of wine
and spirits information, Pernod Ricard
USA has launched probevsource—a
website within a website that sets a new
standard, not simply for information on
one company’s portfolio, but also for the
tools that distributors, retailers, bars and
restaurants crave to make their business
more efficient and profitable.
One click on the “gotoprobevsource”
tab at the top of the revamped pernod-
ricard-usa.com home page
links directly to a well-
organized, in-depth site
that has just about any-
thing a wine and spirits
re-seller would want to
access. Training resources.
Product data and images.
Management tools. Drink
recipes. Even the latest industry
news and category-specific trend
reports. Simply put, probevsource
is a 21
st
century solution to an age-
old challenge of maximizing exact-
ly the right trade assets to grow a
specific business.
Filling a Clear Need
While probevsource is the result of two
full years of meticulous development,
its origins, quite fittingly, are rooted
on the proverbial street. As Pernod
Ricard USA Director of Field Com-
munications Larry Richardson notes,
the initial “Aha!” moment came when
an on-premise account in Manhattan
was having trouble finding an Absolut
Citron bottle image. “As suppliers, we
invest a great deal in developing sales
tools, promotional materials and other
resources. Unfortunately, it hasn’t al-
ways been easy for the trade and even
our distributor partners to easily access
these resources when and how they are
needed,” Richardson explains. “Way
too much effort was going into sourcing
product images, tag lines, product in-
formation, etc. To provide these and
many other resources via a central-
ized open internet site seemed like
a very timely idea.”
The needs of site users remained a
constant focus through the site’s develop-
ment, which was overseen by Nova Mar-
keting. Nova Managing Partner Jeff Grin-
drod says that one of the keys in keeping
probevsource totally trade-focused was
making sure that the site accounted for
the diversity of people and businesses that
sell Pernod Ricard products. Their needs
ranged from simple—what distinguishes
bourbon from Scotch, how Champagne
is made, the proper execution of classic
Sidecar—to seriously complex, such as
server training. In response, Pernod and
Nova decided early on that to optimize
the site’s functionality, probevsource
needed to reach far beyond branded
product information. Probevsource aims
to be broader, deeper and more in tune
with the reality of everyday operations,
and in turn more valuable to individuals
and businesses at every level of the trade,
in every market.
All About the Trade
Googling a wine or spirit will often
get you right to the brand’s website,
but that’s going to be a consumer
site. The probevsource difference is
immediately apparent: it caters to
the trade. The Training section, for
instance, includes not only Pernod
Ricard’s exclusive BarSmarts pro-
gram, featuring Dale DeGroff, David
Wondrich and other mixology ex-
Ultimate Resource
Pernod Ricard USA introduces
probevsource
to the trade
By W. R. TISH
The drinks
database features
multiple ways to
search, and recipes
include photos that
indicate proper
glassware and
garnish.
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