Pernod Ricard Nigeria is well-positioned to capitalise on market trend of premiumisation – Michael Ehindero, MD

The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, has affirmed that the company is guided by extensive research, which highlights where growth lies and how consumer tastes are changing in line with the global market trend of premiumisation.He stated that the company, a member of the Pernod Ricard Group, a global leader in the spirits and wine industry, focuses on premium categories and adapts to evolving expectations, aligning itself with both global priorities and local realities.According to Ehindero, Pernod Ricard Nigeria is well-positioned to capitalise on the opportunity created by the premiumisation concept, which has increased consumers’ taste for higher-quality international spirits.The Pernod Ricard boss asserted that the company’s constantly evolving portfolio of brands combines some of the world’s best-loved drinks that are always in line with new trends and tastes.According to him, the brands represent genuine tastes and stories, bringing unique sensory experiences to their consumers during memorable social moments.”Our products are more than just the liquid in the bottle. Our portfolio of spirits, champagne, and alcohol -free spirit alternatives comprises a combination of exceptional ingredients, with unique tastes designed for authentic moments of sharing, all crafted with skill and passion,” he said.He also asserted that sustainability remains a central pillar of the company’s business strategy, reflecting its stance on environmental footprint and responsibility across its operations.As part of this commitment, Pernod Ricard has eliminated single-use plastics across its activations and office environments, including plastic straws, disposable cups, and bottled water. These measures align with the company’s broader sustainability framework, which also extends into its global production processes.While relating the company’s sustainability scheme to the Group’s global project, Ehindero affirmed that Pernod Ricard Nigeria has continued to drive locally relevant environmental initiatives to address waste management challenges and promote circularity. One such initiative is the company’s ‘Glass to Life ‘ recycling program, which collects post-consumer glass bottle waste and reintegrates it into the circular economy.He noted that brand differentiation is essential. “It is about relevance, essence, and experiences. Our brands stand for something: Martell for audacity and luxury, Jameson for heritage and craftsmanship. We bring this to life through immersive events, collaborations with artists, and interactive activations that let consumers experience the brand’s story and quality firsthand.”