Pernod Ricard has a large portfolio of premium international and local brands. 37 premium international brands are organized in the House of Brands, prestigious names in which the Group strongly invest and on which it bases its development.


Thanks to the richness of its portfolio of Premium brands, Pernod Ricard benefits from its diverse markets, both in terms of value and geographical opportunities. The House of Brands brings together the major strategic brands, at international level and on local markets.

Alexandre Ricard

The House of Brands

The House of Brands was designed to group the flagship brands of Pernod Ricard’s portfolio into clear and coherent segments.

It includes the following brands:

The ‘Top 14’ spirits brands and champagnes

This segment comprises:
  • 2 global icons: ABSOLUT and Chivas Regal, which are promoted across all of the Group’s markets. As such, they are priority brands that represent sources of growth in each market.
  • 7 strategic Premium brands: Ballantine’s, Jameson, Kahlúa, Havana Club, Ricard, Malibu and Beefeater
  • 5 strategic Prestige brands: Martell, Perrier-Jouët, The Glenlivet, Mumm and Royal Salute

5 priority Premium wine brands

This segment comprises:
  • Jacob’s Creek
  • Brancott Estate
  • Campo Viejo
  • Graffigna
  • Kenwood

In considering the wine market as a distinct category, Pernod Ricard has regrouped its five priority brands into a single, unified entity, Pernod Ricard Winemakers*. Its aim is to tackle target markets with a portfolio-based strategy.

18 key local spirits brands

These ensure that Pernod Ricard has a strong foothold in local distribution channels, which act as springboards from which the Group can develop its international brands.



Premiumisation is one of the major focuses of Pernod Ricard’s strategy: it consists in creating value through a systematic policy of Premiumisation.
This is a long-term strategy based on strong and sustained investment in the Group's brands.


Innovation is at the heart of Pernod Ricard’s decentralised organisation and Premiumisation strategy. It accelerates value creation for our brands. Pernod Ricard is therefore constantly designing
new products, testing new modes of consumption, innovating new ways of communicating (particularly through digital technologies), initiating new sales channels, and more.

“The entrepreneur is the one who innovates, who doesn't hesitate to challenge the established order through a combination of intuition and vision. The entrepreneur dares, imagines, invents – and doesn't hesitate to rewrite the rules. ”

Patrick Ricard

*Previously Premium Wine Brands