Our business model
Our purpose: we are Créateurs de convivialité. We craft premium spirits and inspire authentic moments of sharing to create long-term value for all our stakeholders, from grain to glass.
OUR RESOURCES
People
Our strength lies in the talent and commitment of our global teams, united by shared values and a unique culture of passion and dedication to our brands, to their heritage and savoir-faire.
18,224 employees*
416,600+ training hours in FY25
Nature
The quality of our raw materials - and consequently our products - relies on limited natural resources and healthy ecosystems.
100 ingredients sourced from 350 terroirs
5,059,394m3water used for our production
Brands & Global Footprint
We have the industry’s most complete and diverse brand portfolio, supported by a global distribution network.
200+ brands covering every major category of spirits, 16 in Top 100 in International Premium+ Spirits**
60+countries where our affiliates are present
Innovation & Creativity
We constantly reinvent our practices and products to meet evolving consumer expectations, reduce our environmental footprint and strengthen our positive impact on society.
4 key innovations launched
~16%A&P to Net sales ratio
OUR AMBITION
is to become the preferred house of premium brands and experiences.
BY CAPITALISING ON OUR COMPETITIVE ADVANTAGES:
- An unrivalled distribution network
- A comprehensive and diverse portfolio of premium brands
- Talented and committed teams
BY EMBRACING A WORLD OF INCREASING CONSUMER COMPLEXITY:
- Changing consumer habits and expectations
- Higher fragmentation of demand
- Need for experiences and self-expression
- Global increase of the legal drinking age population
- Evolution of the geopolitical context
- Impacts of climate change on terroirs, suppliers & local communities
WITH A STRONG SUSTAINABILITY AND RESPONSIBILITY ROADMAP ALL ALONG THE VALUE CHAIN
UNDERPINNED BY OUR VALUES
- Grounded in the Real
- Passion for Challenge
- Fiercely Authentic
- Connected Beyond Borders