Pernod Ricard Nigeria leverages premiumisation trend to expand brand portfolio, deliver unique experiences, and strengthen sustainability initiatives
Michael Ehindero, Managing Director of Pernod Ricard Nigeria, has said the company is strategically positioned to capitalise on the growing consumer trend of premiumisation in the spirits industry.
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Speaking on the company’s approach, Ehindero explained that extensive research informs the firm’s focus on premium categories, enabling it to align with evolving consumer tastes while reflecting global market trends.
“Pernod Ricard Nigeria’s portfolio combines world-renowned brands with authentic stories and unique sensory experiences, designed for memorable social moments,” Ehindero said.
He noted that the company’s strategy goes beyond products, encompassing brand differentiation through immersive events and interactive activations.
Ehindero also highlighted sustainability as a key pillar of the company’s operations.
Pernod Ricard Nigeria has eliminated single-use plastics from activations and offices and runs the ‘Glass to Life’ recycling initiative, reintegrating post-consumer glass into the circular economy.
He added that iconic brands like Martell and Jameson exemplify the company’s commitment to audacity, luxury, heritage, and craftsmanship, giving consumers tangible experiences that reflect quality and story.
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With premiumisation shaping Nigeria’s spirits market, Pernod Ricard Nigeria aims to leverage its evolving portfolio, global expertise, and local initiatives to maintain relevance and growth in a competitive industry.
David Okere is a journalist and contributor to Freelanews.com, covering business, governance, public affairs, and human-interest stories with a commitment to accuracy, balance, and public interest reporting.
