Environmental responsibility core to operations, Pernod Ricard Nigeria MD affirms

The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, has reiterated that sustainability is not a peripheral initiative but a fundamental pillar of the company’s business strategy, underscoring its commitment to reducing environmental impact across its operations.

Ehindero explained that as part of the global Pernod Ricard Group—one of the world’s leading wine and spirits companies—environmental stewardship is deeply embedded in the organisation’s corporate DNA.

According to him, sustainability is treated as an operational imperative rather than a discretionary programme.

“Given our extensive global footprint, we are acutely aware of our environmental impact. As a result, sustainability is at the heart of how we conduct business, both globally and in Nigeria. Environmental responsibility is not an add-on for us; it is core to who we are,” he said.

As part of its environmental drive, the company has eliminated single-use plastics across its activations and office spaces. Items such as plastic straws, disposable cups, and bottled water have been phased out in favour of more sustainable alternatives.

The initiative aligns with the Group’s broader sustainability framework, which extends beyond local markets to global production processes, supply chains, and packaging systems.

Ehindero noted that while global frameworks provide direction, locally tailored solutions remain critical to addressing Nigeria’s unique environmental challenges. He highlighted the company’s ‘Glass to Life’ recycling programme as a key example.

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The initiative focuses on collecting post-consumer glass bottles and reintegrating them into the circular economy, thereby reducing waste and minimising environmental degradation.

“Through Glass to Life, and in collaboration with partners across the country, we are turning waste into value while reducing environmental harm. Local solutions are critical to addressing global sustainability challenges,” he stated.

Beyond sustainability, Ehindero emphasised the importance of brand differentiation in Nigeria’s evolving spirits market. He said the company’s portfolio is built on distinct brand identities and experiential engagement.

“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,” he said.

Commenting on the growing premiumisation trend in Nigeria—where consumers increasingly opt for higher-quality international spirits—Ehindero noted that the company is strategically positioned to capitalise on the shift.

“Our approach is guided by extensive research, which highlights where growth lies and how consumer tastes are changing. By focusing on premium categories and adapting to evolving expectations, we ensure the business remains aligned with both global priorities and local realities,” he added.