When it comes to innovation in the wine and spirits industry, few names carry as much weight as Pernod Ricard, and few insiders have been closer to the Web3 transformation within the group than Thibault Lecerf. Formerly the Web3 Lead and now GenAI Deployment Manager at the company, Thibault shared his vision during an in-depth interview conducted for Thibault Brown’s master’s thesis on the influence of Web3 on customer experience (CX). His insights shed light on how a centuries-old industry can begin to rethink loyalty, storytelling, and engagement through technologies like blockchain, NFTs, and DAOs, while remaining anchored in heritage.
For Lecerf, Web3 is not just hype. It’s a chance to rewire the emotional fabric of brand-consumer relationships. He describes NFTs as “smart collectibles”, capable of bridging digital and physical realms. Imagine a digital token that doesn’t just sit in a wallet, but unlocks a tasting experience, a behind-the-scenes tour, or a personalized offer based on past purchases. In his words, “It’s not just about owning a token. It’s about saying: we know who you are, and you’re part of our story.” This sense of belonging, recognition, and symbolic value mirrors what traditional luxury brands have long cultivated, but now with a new, digital layer.
On the topic of blockchain, Lecerf sees clear value in terms of transparency and trust. Especially in a premium sector where provenance matters, blockchain can offer a tamper-proof certificate of authenticity for every bottle. More than just a tech feature, he views it as a “reputation infrastructure”, a way to back up brand claims with verifiable, immutable data. However, he remains cautious: blockchain’s value lies not in showcasing the tech itself, but in making it invisible. “A blockchain sticker on a bottle means nothing if the consumer doesn’t know what it guarantees,” he explains. It’s not about overwhelming customers with jargon, it’s about integrating the tech into a coherent brand narrative.
Lecerf is also honest about the limitations of some emerging technologies, especially DAOs (Decentralized Autonomous Organizations). While he’s intrigued by the idea of consumer co-creation, letting loyal clients vote on label designs, event experiences, or product names, he admits that in most cases, the concept still feels abstract and operationally distant. Yet, he sees long-term potential in creating micro-communities where participation equals attachment. Even symbolic gestures like allowing NFT holders to influence a limited-edition release could foster emotional investment.
What makes Lecerf’s perspective particularly compelling is how grounded it is in strategic reality. As someone who has worked at the heart of a global organization, he recognizes the organizational challenges of adopting Web3, internal silos, regulatory uncertainties, and above all, the risk of gimmickry. He advocates for pilots that are simple, meaningful, and culturally aligned, where new technology supports the brand’s deeper mission rather than distracting from it. He stresses that digital innovation should never feel like a foreign object, it should feel natural to the brand and personal to the consumer.
Perhaps most refreshingly, Thibault Lecerf doesn’t talk about technology for technology’s sake. He talks about relationships. Whether it’s a collectible NFT, a traceable blockchain-backed bottle, or a DAO-inspired loyalty circle, the real goal is to deepen emotional bonds in an era where attention is scarce, trust is fragile, and loyalty must be earned.
In an industry where taste, tradition, and storytelling reign, Web3 could be the next layer of meaningful connection, not a replacement, but an enhancement. As Lecerf puts it, “The real innovation is not the tool, but the co-decision it enables.” In a time where many brands are racing to adopt the latest tech trend, Pernod Ricard’s approach, experimental yet intentional, offers a blueprint for how legacy brands can step into the future without losing their soul.