Pernod Ricard has one of the most comprehensive portfolios of premium brands on the market, encompassing every major category of wine and spirits and providing the Group with a clear competitive advantage. Constantly evolving thanks to a dynamic management policy driven by brand acquisitions or disposals, this portfolio allows Pernod Ricard to always be aligned with new consumer trends while investing in the most promising segments and brands.
HOUSE OF BRANDS
Transform & Accelerate
Strategic International Brands
- STARS
- GROWTH RELAYS
- BASTIONS
- Prestige Brands
- Speciality Brands
- Strategic Wines
Strategic Local Brands
- STARS
- GROWTH RELAYS
- BASTIONS
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 brand categories:
Strategic International Brands represent the largest part of our business and our international 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 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 with friends or on more formal occasions, wine is increasingly appreciated around the world by a growing variety of consumers.
Specialty Brands meet a growing demand for smaller-scale ‘craft’ products. Authentic, these brands off er 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 benefi t from very strong local consumer loyalty. This part of our portfolio is often a booster of our route-to-market.
PRIORITISING OUR INVESTMENTS
Using the House of Brands and in-depth consumer insight, we have developed the following categorisation to defi ne the appropriate investment strategy according to the profi le of each brand:
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 benefi t 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 competi-tive 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.