Premiumisation
Pernod Ricard is developing its brand portfolio, in particular its key brands, by following a strategy that can be summed up in one word : Premiumisation.
THE MARKET IN THE ERA OF PREMIUMISATION
In developed countries, more and more consumers want quality and luxury, for which they are willing to pay a higher price.
In emerging countries such as India or China, improvements in the standard of living are leading consumers to seek better quality products than those traditionally offered locally.
Pernod Ricard ranks number one in the segment for Premium and high-quality spirits. It is the world market leader for top-of-the-range Scotch and has recently acquired the n°1 Premium vodka, Absolut. In the wine market, it is firmly positioned in the segment for New World brands, recognised for their quality.
PREMIUMISATION, A STRATEGIC GROWTH PRIORITY
The Group’s strategy consists of prioritising top-of-the-line products with a high profit margin. The objectives :
- to meet consumers’ rising standards in both developed and emerging countries,
- to reduce the Group’s exposure to fluctuations in the world economy: Premium brands have proven less vulnerable.
Pernod Ricard’s Premiumisation approach is based on actions taken in three areas :
- a continuous improvement in quality,
- strong communications: the Group focuses on flagship, prestige brands of global stature, widely acclaimed by the market. Its image and culture are those of a luxury market player,
- an emphasis on innovation. In practical terms, the Group makes major investments in developing top-of-the-range references for key brands such as Martell XO, Or de Martell, Chivas Regal 18 Year Old, Chivas 25 Year Old, Ballantine’s 21 Year Old, Glenlivet 25 Year Old, Cuvée R Lalou, and ‘By & For’ by Perrier-Jouët.
In order for the sales and marketing teams to fully absorb the luxury brand culture and master the industry’s regulations, Pernod Ricard has instituted a dedicated training programme offered through the Pernod Ricard Professional Training Centre (CFPR).
Learn more about Pernod Ricard’s key brands
- 1975: merger of the Pernod and Ricard companies
- 19,000 employees in more than 70 countries worldwide
- 113 production plants
- 19,000 employees in more than 70 countries worldwide
- 113 production plants
