St Hugo

Our Strategy & Business Model

Consumers are at the heart of Pernod Ricard’s business strategy and transformation

Transform and Accelerate to win in our battlegrounds

We have a compelling vision: as “Créateurs de Convivialité” our purpose is to turn every social interaction into a genuine, friendly, and responsible experience of sharing. Our ambition is to achieve leadership and become the number one Spirits and Wine company.

To support our ambition, our consumer-centric strategic model is based on Four Essentials and Four Accelerators defining our priorities to ensure we stay relevant to our consumers.

The Essentials are based on our historic strengths, while the four Accelerators leverage these essentials to meet evolving consumer needs.

    Four Essentials

    Four Accelerators

    Operational Excellence
    Working more efficiently by optimising
    our processes.

    Portfolio Management
    Place one of our brands at every shared
    occasion across the world, creating true
    moments of "convivialité".

    Talent Development
    Helping employees grow and attracting
    new talent.

    Digital Acceleration
    Accelerating the digital transformation of
    every phase of our business.

    Sustainability & Responsibility
    Being a powerful lever of value creation for
    our brands.

    Creating brand experiences by introducing
    new types of products and services.
    Route to Market
    Leveraging the potential of all our
    distribution channels in order to reach
    every consumer.
    Premiumisation and Luxury
    Upscaling our product range and becoming
    number one in the luxury spirits segment.


    Launched in 2018, Our Transform and Accelerate plan leverages our strategic model and takes the Group transformation further to accelerate our growth. The plan focuses on two areas:

    • How we can get ‘More from the Core’, building on our strengths to accelerate growth
    • How we can best ‘Prepare the Future’, innovating to transform our company.

    See our Business Overview & Key Figures

    Close up of bottles on the production line at the Absolut factory.
    We will stay on our strategic course and accelerate our digital transformation while maintaining strict discipline, with clear, purpose based investment decisions. We will harness our agility and ensure we adjust quickly to seize new opportunities.
    Alexandre Ricard
    Chairman and CEO
    Reception area at The Island, Pernod Ricard HQ

    Our business model

    We have activated a 100% consumer centric strategic model focused on four Essentials (Operational Excellence, Talent Development, Sustainability & Responsibility, Route to Market) and four Accelerators (Portfolio Management, Digital Acceleration, Innovation, Premiumisation and Luxury).

    This model highlights business priorities combining historic strength and new ways of working that will help us to achieve our leadership ambition.

    Learn more about Strategy and Key Figures 

    TX Whiskey Ranch

    Our organisation

    We operate as a decentralised organisation. This approach combines the power of a large group and the agility of a start-up and creates a unique culture with many benefits.

    We respect the operational autonomy of our affiliates so they can get as close as possible to our consumers and work with local trends. We empower our employees to take the initiative locally to find new ways to engage with our markets.  

    Decentralisation gives us the competitive advantage of agility in uncertainty, and the pandemic has tested this robustly.

    Our global organisation is lead and directed strategically from our global HQ in Paris yet allows our brand and market companies to develop initiatives based on their experiences and insights.

    Discover Our Global Presence

    Related Pages

    Exterior view of The Island, Pernod Ricard's headquarters in Paris, France.
    Our Group
    Business Overview & Key Figures
    Interior view of The Island, Pernod Ricard's headquarters in Paris, France.