The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, says the company is strategically positioned to benefit from the growing global trend of premiumisation as consumer preferences increasingly shift toward higher-quality international spirits.
Ehindero explained that the company’s strategy is guided by extensive market research that tracks evolving consumer tastes and identifies growth opportunities in premium beverage categories.
According to him, the firm, part of the global spirits and wine giant Pernod Ricard Group, continues to align its operations with both global priorities and local market realities while focusing strongly on premium brands.
He noted that Pernod Ricard Nigeria’s expanding portfolio reflects changing consumer trends, offering globally recognised beverages designed to deliver unique sensory experiences during social occasions.
“Our products are more than just the liquid in the bottle. They combine exceptional ingredients with craftsmanship to create authentic moments of sharing,” he said.
Ehindero added that sustainability remains central to the company’s operations. He disclosed that the company has eliminated single-use plastics across its activations and office spaces, including plastic straws, disposable cups and bottled water.
He also highlighted the company’s “Glass to Life” recycling initiative, which collects post-consumer glass bottles and reintegrates them into the circular economy to address waste management challenges.
On brand positioning, Ehindero said differentiation is key, citing brands such as Martell and Jameson as examples of products built around strong heritage, craftsmanship and consumer experiences delivered through events, collaborations and immersive brand activations.
