By Ayomide Otitoju
The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, has reaffirmed that sustainability remains central to the company’s business model, underscoring its commitment to reducing environmental impact and promoting responsible operations.
Ehindero said the Nigerian subsidiary, as part of the global Pernod Ricard Group, integrates environmental responsibility into its corporate framework rather than treating it as an optional initiative.
“Given our extensive global footprint, we are acutely aware of our environmental impact. Sustainability is at the heart of how we conduct business, both globally and in Nigeria. Environmental responsibility is not an add-on for us; it is core to who we are,” he said.
He disclosed that the company has eliminated single-use plastics across its activations and office environments, including plastic straws, disposable cups and bottled water, in line with its broader sustainability agenda. The measures, he noted, complement group-wide production processes designed to minimise environmental footprint.
Ehindero added that Pernod Ricard Nigeria continues to champion locally relevant environmental initiatives aimed at addressing waste management challenges and promoting circularity. He cited the company’s “Glass to Life” recycling programme, which collects post-consumer glass bottles and reintegrates them into the circular economy.
“Through Glass to Life, and in collaboration with partners across the country, we are turning waste into value while reducing environmental harm. Local solutions are critical to addressing global sustainability challenges,” he said.
On brand positioning, Ehindero emphasised the importance of differentiation through relevance, identity and consumer experience. He said brands within the company’s portfolio, including Martell and Jameson, are driven by distinct values such as audacity, luxury, heritage and craftsmanship, brought to life through immersive events, creative collaborations and interactive activations.
Addressing the growing trend of premiumisation in Nigeria’s spirits market, he noted that rising consumer preference for higher-quality international brands presents significant opportunities.
“Our approach is guided by extensive research, which highlights where growth lies and how consumer tastes are evolving. By focusing on premium categories and adapting to changing expectations, we remain aligned with both global priorities and local realities,” he said.
Ehindero also shared insights into the influences shaping his leadership philosophy. He said his vision draws inspiration from Obafemi Awolowo, while discipline and character were instilled by his late father. In business, he looks to Warren Buffett; in courage, to Aliko Dangote; and in moral grounding, to his Christian faith in Jesus Christ.
He said these influences reinforce his commitment to ethical leadership, responsible decision-making and the company’s long-term focus on sustainable growth and shared value creation.
