Martell Mumm and Perrier-Jouët vineyards take a leading role in regenerative agriculture

Case Studies 10/01/2022

Martell Mumm and Perrier-Jouët (MMPJ) have been committed to leading Pernod Ricard’s charge on sustainable viticulture for over a decade. In our vineyards and terroirs, we are working with our farmers, winemakers and partners to develop sustainable and regenerative agricultural practices.

Regenerative agriculture is a holistic approach encompassing the growing environment, biodiversity, and soil life. It is the delicate balance and the stimulation of biological processes, combined with protective methods that are respectful of the environment.

Our transition to more sustainable winegrowing practices is not just the right thing to do, it’s a necessity. We rely on nature and well-functioning ecosystems to source the natural ingredients which make our products unique and drive sustainable growth.
César Giron
CEO, MMPJ

By taking an aerial view of the terroir, the soil, the wildlife and plants and the community MMPJ are making a real impact on mitigating climate change, protecting ecosystems, enhancing biodiversity, restoring the soil, and improving livelihoods.

As much about people as the land

MMPJ has lent on expertise advice from world-renown agroecologist Sébastien Roumegous to develop and implement a 5-year pilot programme. 

The transition to regenerative agriculture is as much about bringing people on board as it is about respecting the land, so the programme was developed following a series of workshops in Champagne and Cognac. Coming together the team defined a roadmap and vision for the pilot programme. 

A vital component of the programme is knowledge and skill transfer, by training alongside an expert our network of employees will acquire new skills in soil functioning, plant cover and biostimulation.

From the moment I started working with the teams at Pernod Ricard, I was taken by their enthusiasm, passion and long-term commitment.
Sébastien Roumegous
Founder & CEO of Biosphères

To preserve our terroirs over the long term, we share best practice and support our growing partners as they transition to sustainable viticulture and support them to achieve certification.

The private sector is instrumental in accelerating the transition to regenerative agriculture practices, because it has that constant drive for more efficiency and to meet consumer expectations, while also working closely with a large network of farmers, suppliers and other partners.
Sébastien Roumegous
Founder & CEO of Biosphères

Regenerative Agriculture Pilots

The programme began at the end of 2020 with an in-depth study of the soil quality. Over four years the regenerative viticulture pilots in Cognac and Champagne will pilot growing climate resistant grape varieties, cover crops and using precision farming technology. There are three key objectives:

  • Optimise soil health: fertile, nutrient-rich soil capable of storing carbon is an essential element for photosynthesis and healthy plant growth.
  • Optimise vine health: testing new varieties that are more resistant to weather fluctuations and reduce dependence on chemicals.
  • Increase biodiversity: restoring landscapes to shelter other species that will promote pollination and regulate species harmful to vines.

Building on solid foundations

MMPJ vineyards across Cognac and Champagne are trialling alternative methods of weed control (electric, foam, water pressure, etc.) introducing biodiversity inventories, increasing use of biocontrol, and ramping up the use of panels on sprayers to reduce the quantity of spray solution needed and stop it from drifting onto the soil or into the air. By 2020 MMPJ had already reached an important goal of using zero herbicides across all vineyards.

At Martell Mumm Perrier-Jouët, our products are aged for up to 10 or 20 years and therefore our future consumers will judge our practice of today with their environmental sensitivity of tomorrow.
César Giron
CEO, MMPJ

Recent investment in precision farming technology includes: Bakus, an autonomous electric tractor designed by French start-up VitiBot that helps teams in the field through mechanical weeding; and connected innovations such as camera-equipped drones.

Tags

On the same topic

  • Man in barley field inspecting the crop
    Irish Distillers: Securing quality ingredients and enhancing biodiversity

    Our business is inextricably linked to the health of the ecosystems that make up our terroirs. Any degradation of these has a direct impact on the natural ingredients we depend on for our iconic brands.

    Read more
  • Kahlúa – Coffee for Good
    Read more
  • Martell – Promoting sustainable viticulture
    Read more

About pernod ricard

Pernod Ricard is the world’s No 2 in wines and spirits with consolidated sales of €8,824 million in FY 2021. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008).

Pernod Ricard, which owns 16 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive brand portfolios in the industry, including: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, and Kenwood wines.

Pernod Ricard’s brands are distributed across 160+ markets and by its own salesforce in 73 markets. The Group’s decentralised organisation empowers its 18,500 employees to be true on-the-ground ambassadors of its vision of “Créateurs de Convivialité.” As reaffirmed by the Group’s strategic plan, “Transform and Accelerate,” deployed in 2018, Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders.

The Group remains true to its three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics, as illustrated by the 2030 Sustainability and Responsibility roadmap supporting the United Nations Sustainable Development Goals (SDGs), “Good times from a good place.” In recognition of Pernod Ricard’s strong commitment to sustainable development and responsible consumption, it has received a Gold rating from Ecovadis. Pernod Ricard is also a United Nations’ Global Compact LEAD company. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code: FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.

Contacts Pernod Ricard

Florence Tresarrieu
Global SVP Investors Relations and Treasury
Tel: +33 (0) 1 70 93 17 03
Charly Montet
Investor Relations Manager
Tel: +33 (0) 1 70 93 17 13
Emmanuel Vouin
Head of External Engagement
Tel: +33 (0) 1 70 93 16 34