Our brands mean a lot more than just the liquid that’s in the millions of bottles we produce and distribute each year. Around the world, day after day, consumers engage with Pernod Ricard’s premium brands, creating and maintaining rituals that carry cultural or social weight beyond the mere act of consumption.
An apéritif shared with friends and relatives on a terrace in France to mark the end of the working day; a shared party to celebrate a birthday, a graduation or Diwali in an Indian home; a family gathering in an outdoor Mexican park. In the three countries that we have chosen to highlight throughout this annual report, as well as in all the markets around the world where our products are sold, the drinks we craft, the brands we build, and the following they generate are essential ingredients to celebrate the art of togetherness.
As the global drinks business returns to a steadier pace following three years of post-pandemic revenge conviviality, and in a context of economic, social and political volatility, our ability to nurture brands that embody a sense of community makes a real difference. In this less buoyant environment, the global reach of our distribution network and the diversification of our portfolio across all key drinks categories enable us to mitigate the impact of weaker trends in some of our highest-contributing markets.
Pernod Ricard’s business model demonstrated remarkable resilience last year, as we built on our strengths and intensified our focus on the most dynamic segments of a secularly growing industry. We continued to leverage the power of tech and data to uncover new trends and deepen our understanding of what matters most to consumers the world over. This enables us to make more informed and agile decisions, boosting innovation, time to market, and cooperation across regions.
At Pernod Ricard, we are fundamentally brand builders - our number one job is to increase the power of our brands and continually strengthen their equity. It’s the lesson we learned from Paul Ricard and the many founders behind the brands that are now part of our family. Their unique stories, traditions, heritage, and terroirs create connections, and bring an inimitable spirit to our brands.
Some of our brands are centuries old, others only a few years or decades, yet they all command devoted followings because they tell stories that speak to today’s audiences. Last December, for example, we launched The Chuan, the first prestige malt whisky made in China. Blending the natural and cultural beauty of the Emei Mountain region with our renowned whisky-making craftsmanship, The Chuan comes to life, creating a new legacy for tomorrow. It’s this savoir-faire and passion that help us tell the stories that resonate with consumers, enabling our brands to reach the audience they merit.
We’re also constantly innovating our diverse portfolio of international premium spirits brands, regularly introducing new or different offerings to meet emerging trends and consumer demands. In 2024, Absolut and Ocean Spray teamed up to launch a new Vodka Cranberry RTD range, supporting the continuing growth of the ready-to-drink category with one of America’s favourite cocktails. While in Spain, Beefeater launched a 0.0% alcohol alternative to their legendary dry gin, capturing the brand’s timeless energy and taste for those who choose not to drink but still want to be part of the occasion.
