Our dynamic portfolio management to meet consumer needs

Pernod Ricard has a unique portfolio of global and local premium brands encompassing every major category of wine and spirits. As one of the most comprehensive portfolios in the market, it provides the Group with a singular competitive advantage for accelerating growth by allowing us to constantly invest in the most promising categories and brands. To ensure an optimal allocation of resources for our key brands, our proprietary brand planning tool – the House of Brands – is used across all our markets.

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Portfolio Pernod Ricard

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5 key categories

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Conscious of the ever-changing market trends and needs of our consumers, the House of Brands evolved over the 2019 fiscal year to include a new category of Specialty brands. By implementing this common framework throughout our business, it enables our Market Companies to prioritise their marketing investments in line with the Group’s five strategic brand categories: Strategic International, Luxury & Prestige, Specialty, Wines and Strategic Local. 

The Group’s five brand categories encompass a wide variety of global premium brands with strong long roots. Our Strategic International brands are sold in almost every market around the world; Luxury & Prestige brands target iconic bars and the most affluent consumers; Wines allow us to access other universal convivial moments of consumption such as meals; and Strategic Local brands aim to reach local consumers and specific local occasions. Our newest category, Specialty brands, meets a growing demand for smaller-scale, authentic ‘craft’ products. The sense of purpose and transparency of these brands offers a unique and comprehensive value proposition that responds to new consumer trends and expectations. By creating strong consumer connections, this category – that has attractive profitability – presents significant growth potential for our business. 

Chivas Regal

Chivas Regal

Absolut Vodka

Absolut Vodka

Ballantine's

Ballantine's

Jameson

Jameson

Martell

Martell

Glenlivet

Glenlivet

Havana Club

Havana Club

Mumm

Mumm

Malibu

Malibu

Beefeater

Beefeater

Ricard

Ricard

Martell Cordon bleu

Martell Cordon bleu

Absolut Elyx

Absolut Elyx

Perrier Jouët Belle époque

Perrier Jouët Belle époque

Royal Salute

Royal Salute

Aberlour

Aberlour

Monkey 47

Monkey 47

Lillet

Lillet

Redbreast

Redbreast

Altos

Altos

Jacob's Creek

Jacob's Creek

Brancott Estate

Brancott Estate

Campo Viejo Rioja

Campo Viejo Rioja

Kenwood Wineyards

Kenwood Wineyards

Olmeca Tequila Gold

Olmeca Tequila Gold

Kahlua

Kahlua

Passport Scotch

Passport Scotch

JP Wiser's Deluxe

JP Wiser's Deluxe

Royal Stag

Royal Stag

Imperial Blue

Imperial Blue

Blenders pride

Blenders pride

Seagram's gin

Seagram's gin

Becherovka

Becherovka

Pipers

Pipers

Clan Campbell

Clan Campbell

Ramazzotti

Ramazzotti

Ararat

Ararat

Pastis 51

Pastis 51

Wyborowa Wodka

Wyborowa Wodka

3 investment categories

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Using the House of Brands ensures that we optimise resources at global and local levels. This dynamic brand management tool allows us to tailor our portfolio of premium brands and investment priorities according to consumption habits, local contexts and the growth potential across all our markets. After identifying the potential of each brand in each segment, our local Market Companies – who distribute our brands directly in their markets – define their respective strategies based on three types of investment priorities: Stars, Growth Relays and Bastions. 

We invest significantly in our Stars – leading brands sold internationally or locally – to enable them to continue leading the way in different categories and actively contribute to the Group’s growth. Our Growth Relays also benefit from increased resources as they serve to capture different moments of conviviality in highly attractive categories and, at the same time, offer a promising growth outlook in the medium and long term. Meanwhile, investment in our Bastions – brands that are mature or in very competitive sales categories – ensures that we protect their market share, sales and profits.

House of brands

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Drawing on in-depth consumer insight and local knowledge of our markets, the House of Brands affords us the agility to make investment choices that strike the right balance between short-, medium- and long-term goals, while continuing to build brands that win throughout our must-win geographies. 

DISCOVER OUR KEY BRAND STORIES IN OUR INTEGRATED ANNUAL REPORT FY19 (P. 20-24)

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© Pernod Ricard 2020