WITH SUCCESS IN THE U.S. AS TOP PRIORITY, GLOBAL GIANT PERNOD RICARD STEPS UP THEIR GAME
BY KRISTEN BIELER
A company doesn’t become the second largest wine and spirits supplier in the world by sitting still. The Pernod Ricard success story—which dates back to 1805—is one of continuous evolution and adaptation, and a keen understanding that what worked a decade ago may no longer be relevant today.
And it’s a story still being written.
“We’ve been given a clear mandate by Alexandre Ricard [Chairman & CEO] and Paul Duffy [Chairman & CEO, Pernod Ricard North America], that winning in the U.S. market is the top priority for the global company, so we’ve made many significant changes in order to make this happen,” says Julien Hemard, Chief Commercial Officer, Spirits.
While Pernod Ricard USA’s organizational changes—new leadership, a decentralized power structure and retooled route to market—are significant, it’s the shift in mind-set which may be more remarkable: “We have gone from brand-centricity to consumer-centricity, which has altered the way we market and think about our brands,” says Hemard. “We’re moving away from categories and thinking in terms of occasion, which is how today’s consumer enjoys our products.”
Hemard himself is part of that change, having been on the job less than one year—though he’s worked at the company for over 22 years. “When I joined Pernod Ricard, our business outside of France was miniscule; and contrary to our size today, I think we’ll always be that humble little company.” Bringing fresh perspective, Hemard is tasked with navigating “the most fascinating, exhilarating spirits market in the world,” he describes. “Most trends we see internationally—premiumization and innovation—began in the U.S.”
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