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. 


Sustainability & Responsibility : leading the industry in sustainability and responsibility

"I see myself as the heir to a legacy: our centenary brands and our Group are the custodians of a heritage, a history, a terroir that we need to pass on to future generations. There is no alternative but to promote sustainable growth on behalf of all our communities. Our mission is to generate value – value we share with each of our communities, so we can live together better. It’s a prerequisite for our long-term performance.”

Alexandre Ricard, Chairman & Chief Executive Officer


A few examples