By Ayomide Otitoju
Pernod Ricard Nigeria is strategically positioned to benefit from the growing consumer preference for high-quality international spirits, commonly referred to as premiumisation, the company’s Managing Director, Michael Ehindero, has said.
Speaking on the company’s market strategy, Ehindero highlighted that extensive research guides Pernod Ricard Nigeria, helping the company identify growth opportunities and adapt to changing consumer tastes in line with global trends. As part of the Pernod Ricard Group, a global leader in spirits and wine, the Nigerian arm focuses on premium categories while tailoring its approach to local realities.
“Pernod Ricard Nigeria’s evolving portfolio combines some of the world’s most-loved brands, always aligned with new trends and tastes,” Ehindero said. “Our products are more than just the liquid in the bottle—they bring unique sensory experiences and memorable social moments, crafted with skill and passion.”
Ehindero noted that the company’s premium offerings, which include spirits, champagne, and alcohol-free alternatives, reflect authentic tastes and stories, providing immersive experiences for consumers. He also emphasized that sustainability remains central to Pernod Ricard’s business strategy, underscoring its commitment to reducing environmental impact across operations.
As part of its sustainability initiatives, Pernod Ricard Nigeria has eliminated single-use plastics in activations and office spaces, including plastic straws, disposable cups, and bottled water. The company also drives locally relevant environmental programs, such as its ‘Glass to Life’ recycling initiative, which reintegrates post-consumer glass bottle waste into the circular economy.
Ehindero further stressed the importance of brand differentiation, noting that Pernod Ricard’s labels represent distinct values and experiences. “Martell stands for audacity and luxury, Jameson for heritage and craftsmanship. We bring these to life through immersive events, collaborations with artists, and interactive activations that let consumers experience the brand story and quality firsthand,” he said.
With a strategy focused on premiumisation, sustainability, and experiential engagement, Pernod Ricard Nigeria aims to strengthen its position in the growing market for high-quality spirits and beverages.
