Our brand strategy
Pernod Ricard has the most comprehensive portfolio of premium brands on the market, encompassing every major spirits category 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.
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 three 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, including fast growing brands and recent acquisitions in fast-growing segments; agave, American whiskey and aperitifs. 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 as we leverage their strong local relevance in specific markets.
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 in different categories. These brands actively contribute to the Group’s growth.
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.