A moment of conviviality

Our Vision and Ambition

As "créateurs de convivialité" our purpose is to turn every social interaction into a genuine, friendly and responsible experience of sharing.

Our vision

“Make a new friend every day.” That motto, voiced by Paul Ricard, was the inspiration for our tagline, “Créateurs de convivialité”. Convivialité is our business and our raison d’être. Our goal is to encourage people to go out in search of friends old and new, because those day-to-day encounters create a better world.

Convivialité is more than our profession: it is our driving purpose and it comes to life through our shared belief that as humans we have an innate need to come together to create joyful moments, and in these moments, the age-old ritual of sharing a drink, with or without alcohol, can help us bond. 

Our unique portfolio of strong, premium brands, our long-term customer-centric strategy, our highly dedicated teams and our sustainable and responsible approach to everything we do are key to the Group becoming the world leader in wines and spirits.

Absolut Vodka factory in Åhus, Sweden.

Our ambition

If we succeed in becoming “créateurs de convivialité”, placing one of our brands at each moment of convivialité, Pernod Ricard will inevitably become the global leader of the wine and spirits industry. That leadership ambition is underpinned by the Pernod Ricard Mindset: a conquering team spirit and collective desire to come out on top.

To be the future leader, we need to begin acting like a leader – like a company that moves the goalposts, that challenges the status quo. These growth drivers will make the difference in an extremely competitive environment.

We will achieve industry leadership by allowing each of our brands to flourish while respecting their identity, terroir and savoir-faire. We will work hand in hand with farmers, suppliers and local communities to improve our environmental practices.


Pernod Ricard UK Sharing Skills

Our values

Our company is about people as much as products – from grain to glass, all the teams behind our brands are proud to belong to Pernod Ricard.  

Our global business is connected by conviviality. Our convivial, responsible and successful outlook is the foundation of how we work at Pernod Ricard across our brand portfolio and the globe. 

Conviviality at work means bringing people together for meaningful and joyful moments through our passion, drive and creativity. 

Discover Our Culture

Related pages

Exterior view of The Island, Pernod Ricard's headquarters in Paris, France.
Our Group
Pernod Ricard - header
Our History