Why Pernod Ricard is using experiences to target consumers in Manchester

Pernod Ricard's Kenny Hyslop: 'We want to be known as the space to go for cool experiences'
Pernod Ricard's Kenny Hyslop: 'We want to be known as the space to go for cool experiences'

The drinks company has invested in a five-year lease in a historic building to explore the creative and commercial possibilities of experiential outside London. Gurjit Degun speaks to Kenny Hyslop, head of experiential marketing at Pernod Ricard

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