The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, says the company relies on thorough research to understand where growth opportunities lie and how consumer preferences are evolving, especially with the global trend toward premium products.
Ehindero explained that as part of the global Pernod Ricard Group, a leader in the spirits and wine industry, the Nigerian arm focuses on premium categories while staying responsive to changing expectations, balancing both global strategies and local realities.
He noted that the company is well-positioned to benefit from the rise of premiumisation, a trend that has heightened consumer interest in high-quality international spirits. “Our portfolio is constantly evolving, combining some of the world’s most loved brands with new trends and tastes,” Ehindero said.
He emphasized that Pernod Ricard’s brands are more than just beverages—they tell stories and deliver unique sensory experiences, creating memorable moments for consumers. “Our products are not just the liquid in the bottle. From spirits and champagne to alcohol-free alternatives, each product is crafted with care, exceptional ingredients, and flavors designed for authentic sharing moments,” he added.
Sustainability also remains at the heart of the company’s strategy. As part of its commitment to reducing its environmental footprint, Pernod Ricard has eliminated single-use plastics across offices and events, including straws, disposable cups, and bottled water. These steps are part of a broader sustainability framework that also influences its global production processes.
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Linking Pernod Ricard Nigeria’s sustainability efforts to the Group’s global initiatives, Michael Ehindero highlighted how the company is taking local action to tackle environmental challenges and promote a circular economy. One standout example is the ‘Glass to Life’ recycling program, which collects used glass bottles and reinserts them back into the production cycle, giving them a new life.
Ehindero also emphasized the importance of brand identity. “It’s about relevance, essence, and creating experiences,” he said. “Each of our brands tells a story: Martell represents audacity and luxury, while Jameson reflects heritage and craftsmanship. We bring these stories to life through immersive events, collaborations with artists, and interactive activations that allow consumers to truly experience the quality and character of our brands.”
