The consistency, positioning and richness of our brand portfolio constitute a unique asset for Pernod Ricard amongst the players in our industry. Premiumisation and Innovation are two major focuses of our strategy of creating value and capturing leadership.
We have grouped our portfolio within a ‘House of Brands’, which brings the Group’s strategic brands together in three distinct segments: the ‘Top 14’, comprising our two global icons which aspire to achieve global leadership, seven Premium spirits brands and five Prestige brands; the Wine segment, with four priority Premium wine brands; and 18 key local brands that underpin our markets leadership.
Our “Premiumisation” strategy, consisting in upscaling the brand portfolio, is an on-going effort supported by increased marketing investment. Innovation is also closely linked to our aim of leadership. It accelerates growth and creates as yet unexplored areas for encounters between our brands and consumers, be they new moments, occasions or experiences.
Thierry Billot, Managing Director, Brands