Premiumisation

Pernod Ricard is developing its brand portfolio, in particular its 15 key brands, by following a strategy that can be summed up in one word: Premiumisation.

This strategy entails giving priority to high-margin prestige
products. The objective is to meet the growing expectations of consumers in both developed and emerging countries.

In developed countries, more and more consumers want quality and luxury, for which they are willing to pay a higher price.

In emerging countries such as India or China, improvements in the standard of living are leading consumers to seek better quality products than those traditionally offered locally.

In practice, Premiumisation translates into making strong investments to develop the upmarket profile of key brands:

• Martell XO,
• Chivas Regal 18 year old,
• Ballantine’s 21 year old,
• The Glenlivet 25 year old, in particular.

• More about Pernod Ricard’s 15 key brands