Pernod Ricard eyes growth through quality, innovation

Pernod Ricard Nigeria says it is strategically positioned to capture emerging consumer trends driven by premiumisation, as demand for higher-quality international spirits continues to rise across markets.

The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, said the company’s strategy is shaped by “extensive research which highlights where growth lies and how consumer tastes are evolving in line with global premiumisation trends.”

He said the company, a member of the global Pernod Ricard Group, remains focused on premium product categories while adapting to changing consumer expectations in ways that balance “global priorities and local realities.”

According to him, the premiumisation wave has strengthened consumers’ preference for high-quality international spirits, creating strong growth opportunities for the company.

“The brands in our portfolio combine some of the world’s best-loved drinks that continuously respond to new trends and tastes,” Ehindero said.

“Our products are more than just the liquid in the bottle. Our portfolio of spirits, champagne, and alcohol-free alternatives comprises exceptional ingredients, with unique tastes designed for authentic moments of sharing, all crafted with skill and passion,” he added. He further explained that sustainability remains a core pillar of the company’s strategy, reflecting its commitment to reducing environmental impact across operations and supply chains.

As part of this commitment, Pernod Ricard has eliminated single-use plastics from its activations and office environments, including plastic straws, disposable cups, and bottled water. These steps align with its global sustainability roadmap covering production and distribution processes.

Ehindero noted that the company is also driving locally relevant environmental initiatives. One example is the ‘Glass to Life’ recycling programme, which collects post-consumer glass bottles and reintegrates them into the circular economy to help address waste management challenges.

He stressed that brand differentiation remains key to the company’s growth strategy.

“It is about relevance, essence, and experiences. Our brands stand for something: Martell represents audacity and luxury, while Jameson stands for heritage and craftsmanship. We bring this to life through immersive events, artist collaborations, and interactive activations that allow consumers to experience our brand stories firsthand,” he said.