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Pernod Ricard Group

Today, Pernod Ricard is a world leader in the wine and spirits industry. Our ambition is clear – we want to become the industry’s undisputed number one.

Pernod Ricard is a world leader in wine and spirits in the premium segment. Our operations are divided into two structures: the brand companies, which develop the brands’ global strategy and guarantee quality and know-how, and the marketing companies, which are responsible for sales and local marketing of the brands.


To conquer the number-one position, we have chosen a sustainable growth model based on a decentralised organisation, which is unique in our industry. We also have the industry’s most comprehensive portfolio of premium brands and a strategy consisting of three parts:


Continuous innovation allows us to quickly adapt to changing trends, new expectations from consumers and new consumption occasions. Digital transformation plays a very important role in this. With digital technology, we can understand our consumers better, interact directly with them without the need for intermediaries and provide them with customised offers through e-commerce opportunities.


Last but not least, we have the strategy we call “premiumisation”, which is part of our strategy for upgrading our portfolio of international brands. This is based on conquering the most exclusive sector – the luxury segment.


With more than 85 subsidiaries, we handle our own product distribution. Thanks to our global presence, we are able to benefit fully from our drivers of growth, particularly in growth markets. As a pioneer in Asia, we have become one of the region’s largest players. We have recently launched a new phase of development in sub-Saharan Africa, where the population will double by 2050. This balanced geographic presence will make it possible for us to continue growing, even in markets experiencing temporary setbacks.