Our brand strategy
Pernod Ricard has the most comprehensive portfolio 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 dynamic management and driven by brand acquisitions and disposals, this portfolio allows Pernod Ricard to tap into new consumer trends while investing in the most promising segments and brands.
This diagram shows the strategy of Pernod Ricard group.
Pernod Ricard créateurs de convivialité transform & accelerate
Strategic International Brands:
- Grow
- Build
- Harvest
- Commercialise
- Speciality
- Strategic wines
Strategic Local Brands:
- Grow
- Build
- Harvest
- Commercialise
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 with the greatest international potential. They are our worldwide top priorities and the reference brands in each category.
Specialty Brands
meet a growing demand for smaller-scale “craft” products. 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 greatly supports our route-to-market.
Prestige Brands
Within each of the Brand categories you can find Prestige Brands, our portfolio of highly desirable global luxury brands which target our most affluent consumers all over the world. It is the industry’s most competitive 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 continues to be appreciated around the world by a growing variety of consumers.
Prioritising our investments
Using the House of Brands and in-depth consumer insight, we define the appropriate investment strategy according to the profile of each brand:
Grow: our leading brands sold internationally or locally - benefit from significant investment to enable them to continue leading indifferent categories. These brands actively contribute to the Group’s growth.
Build: brands that benefit from disproportionate resources as they seek to capture various moments of conviviality in highly attractive categories. They offer a promising growth outlook in the medium and long term.
Harvest: brands that are mature or in very competitive sales categories. They receive sufficient investment to ensure that we protect their market share, sales and profits.
Commercialise: brands that are competing in undynamic or small categories with little room for expansion. They receive sufficient investment to play a tactical role in the portfolio.
The House of Brands affords us the agility to make investment choices, striking the right balance between short-, medium- and long-term goals, while continuing to build brands that excel throughout our key geographies.