Nurturing terroir
We nurture every terroir and its biodiversity and respond to the challenges of climate change, to ensure quality ingredients now and for generations to come.
When the land thrives, our business prospers. We produce and source more than 100 natural ingredients from around 60 countries. Each one of these ingredients is grown in a terroir defined by its unique climate conditions, soil type, ecosystems, and know-how specific to local people and communities. We have mapped the risks for all of our key terroirs and are now working hard on the implementation of sustainable sourcing practices. Working hand in hand with farmers, suppliers, and local communities, we are developing sustainable and regenerative practices specific to our top 20 terroirs, which will help us mitigate potential risks and ensure our business is resilient for the future.
Firstly, we understand and assess Pernod Ricard’s impact on, and vulnerabilities to, the state of nature. Then, we nurture terroirs through sustainable and regenerative farming activities. At the same time we preserve nature around our sites - not just transforming the way our ingredients are produced, but also creating an impact at the terroir level.
Regenerative agriculture is about reimagining a future where nature and human ingenuity thrive in harmony. This is the foundation of a resilient farming system – one that protects our planet while taking care of the communities that depend on it.”
100% of our vineyards trialling regenerative agriculture
25 regenerative agriculture and nature conservation programmes implemented around the world
Implementing regenerative agriculture practices in Sweden
Pernod Ricard has a global presence, sourcing raw materials across diverse terroirs. So when it comes to designing regenerative agriculture projects, we have to carefully consider local circumstances.
A big part of Absolut Vodka’s identity is its strong connection to the local community. This premium spirit is made in and around the small town of Åhus in Southern Sweden, using winter wheat sourced in the area. Absolut has been collaborating with four of these local farms to highlight sustainable farming practices, with a demonstration project, “Absolut Farmers”, that focuses on three key themes: biodiversity, nutrient efficiency and crop protection.
Each farm showcases different practices which can be easily replicated as an inspiration to other farms.
Even within this relatively small area, every farm is different, and each of the demo farms were picked for their unique circumstances. Some farmers might be more interested in practices that enhance biodiversity, others may focus on the efficient use of nutrition, while some are very skilled in crop protection. The project encouraged farmers to pick one or two methods that work best for them, rather than trying to change everything at once.
This approach reflects how we work around the world: with the premise that every farm and every producer knows what works best for their unique history, land and community.
