INTEGRATED ANNUAL REPORT FY22

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 offer a unique and comprehensive value proposition that responds to new consumer trends and expectations.

Strategic Local Brands are strongly rooted in a limited number of specific markets. They benefit from very strong local consumer loyalty. This part of our portfolio often boosts our route-to-market.

Prioritising our investments

Using the House of Brands and in-depth consumer insight, we have developed the following categorisation to define the appropriate investment strategy according to the profile of each brand:

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

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

Bastions are brands that are mature or in very competitive sales categories. They 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 excel throughout our must-win geographies.