Our Strategic Model

Maintaining a total focus on the consumer

Today’s consumers are no longer loyal to one brand; instead, they move among a variety of brands that they choose on the basis of a given moment of consumption or experience of convivialité. Everything we do revolves around that quest for satisfaction. Being "Créateurs de convivialité" means positioning moments of consumption – and therefore consumers – at the centre of our strategic model. It’s a model based on four Essentials – the Group’s fundamentals – on which the four growth Accelerators rest. 


Operational Excellence : reduce complexity and foster efficiency

“Operational excellence encompasses all the processes that we carry out every day around the globe to produce, distribute and market our products. Our goal is to make those procedures as efficient as possible and to streamline each process by improving our coordination, pooling our resources and sharing our experiences. By being more efficient, every euro saved can be reinvested in our brands to drive top-line growth.”

Gilles Bogaert, Managing Director, Finance and Operations