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. 


Premiumisation and Luxury : premiumise the portfolio and consolidate our leadership in the luxury spirits segment 

“To conquer the luxury and prestige segment, our strategy relies on a systematic approach of brand upscaling that, for two decades, we have called ‘Premiumisation’. We also strive to create value by appealing to the emerging middle class and, more specifically, affluent individuals around the world, to whom we offer exceptional products and services in addition to exclusive and customised brand experiences.”

Conor McQuaid, Global Business Development Director