Notre portefeuille de marques

Pernod Ricard has a unique portfolio of premium brands encompassing every major category of wine and spirits. As one of the most comprehensive portfolios in the market, it provides the Group with a unique competitive advantage. Constantly evolving thanks to a dynamic management policy driven by brand acquisitions or disposals, Pernod Ricard's portfolio allows it to always be in line with new trends while investing in the most promising segments and brands.

OUR HOUSE OF BRANDS

To ensure an optimal allocation of resources for key brands across all our markets, the Group uses its brand planning tool – the House of Brands – which encompasses five categories of brands:

Strategic International Brands are the heavy weights of our portfolio, as they account for the highest share of global business and potential. They are our worldwide top priorities and the reference brands in each category.

Prestige Brands, our portfolio of highly desirable global luxury brands, target our most affluent consumers in leading and iconic outlets all over the world. It is the industry’s most comprehensive portfolio, spanning all major luxury categories and moments of conviviality.

Strategic Wines cover a wide range of origins and tastes. Shared over a meal or on other occasions, wine is more and more appreciated around the world by a growing variety of consumers.

Specialty Brands meet a growing demand for smaller-scale 'craft' products. Authentic, these brands offer a unique and comprehensive value proposition that responds to new consumer trends and expectations.

Strategic Local Brands are strongly rooted brands in a limited number of specific markets. They benefit from very strong local consumer value and loyalty, irreplaceable for some local occasions. This part of our portfolio is often a booster of our route -to -market.

HOUSE OF BRANDS

Transform & Accelerate

Strategic International Brands

• STARS
• GROWTH RELAYS
• BASTIONS

Prestige

Specialty Brands

Strategic Wines

Strategic Local Brands

• STARS
• GROWTH RELAYS
• BASTIONS

PRIORITISING OUR INVESTMENTS

Using the House of Brands and in-depth consumer insight, our local Market Companies identify the potential of each brand in each market and determine their strategy based on three types of investment priorities:

Stars – our leading brands sold internationally or locally – benefit from significant investment to enable them to continue leading the way in different categories and actively contribute to the Group’s growth.

Growth Relays also benefit from increased resources as they serve to capture different moments of conviviality in highly attractive categories and, at the same time, offer a promising growth outlook in the medium and long term.

Bastions, which are brands that are mature or in very competitive sales categories, receive enough investment to ensure that we protect their market share, sales and profits.

The House of Brands affords us the agility to make investment choices that strike the right balance between short-, medium- and long-term goals, while continuing to build brands that win throughout our must-win geographies.