Strategy

Organic and External Growth

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Pernod Ricard is the world’s n°2 in wines and spirits and n°1 in many countries. 

The Group has reached this leading position by building on:

• strong organic growth,
• a policy of ambitious acquisitions, illustrated by the successful integration of Seagram in 2001 and Allied Domecq in 2005.

In this way, Pernod Ricard has amassed a portfolio of some of the most prestigious brands in the sector.

Local roots, Global reach

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“We have taken over brands, country by country, while taking care to protect local roots, in order to meet our global ambitions.”
Patrick Ricard, Entreprendre special 30th anniversary issue.

Since its creation, Pernod Ricard has adopted decentralised management structure – a structure that has become the Group’s hallmark. It allows for:

• taking decisions as close to the consumer as possible,
• empowering and motivating its teams,
• strengthening the Group’s entrepreneurial culture.

Four strategic objectives

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The success of Pernod Ricard is founded on an effective strategy, comprising 4 key objectives:

• invest strongly in the 15 key brands with global reach
• “Premiumisation” of the brand portfolio,
• reinforce its position in promising emerging markets,
• pursuit of external growth.