The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, has affirmed that the company’s growth strategy is firmly anchored on extensive consumer research that tracks shifting tastes and identifies emerging opportunities within the evolving global spirits market.
Ehindero explained that the company aligns its operations with the global premiumisation trend — a movement that reflects rising consumer preference for higher-quality, premium alcoholic beverages. He noted that the Nigerian market is increasingly mirroring global consumption patterns, creating strong prospects for brands positioned in the premium segment.
As a member of the Pernod Ricard Group — a global leader in wines and spirits — Pernod Ricard Nigeria focuses on premium categories while tailoring its approach to suit local market realities.
According to Ehindero, the company is well-positioned to take advantage of growing consumer appetite for internationally recognised, high-quality spirits.
He said the firm’s constantly evolving brand portfolio reflects some of the world’s most celebrated drinks, carefully curated to align with emerging trends and changing tastes.
“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 stated.
He added that Pernod Ricard’s brands are built around distinctive identities and storytelling, offering consumers memorable sensory experiences during social and celebratory occasions.
“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,” he said.
Industry observers note that experiential marketing has become increasingly important in the premium beverage segment, where consumers seek not only quality products but also lifestyle alignment and brand authenticity.
Beyond market expansion, Ehindero highlighted sustainability as a key pillar of the company’s long-term business strategy. He said Pernod Ricard Nigeria has embedded environmental responsibility across its operations in line with the Group’s global sustainability framework.
As part of this commitment, the company has eliminated single-use plastics across its activations and office spaces, including plastic straws, disposable cups, and bottled water. These initiatives are designed to reduce environmental footprint while reinforcing responsible corporate practices.
On the local front, the company has intensified efforts to tackle waste management challenges through initiatives that promote circularity. One notable programme is the ‘Glass to Life’ recycling initiative, which collects post-consumer glass bottles and reintegrates them into the circular economy.
Market analysts say premiumisation in Nigeria reflects broader socio-economic shifts, including a growing middle class, increased urbanisation, and exposure to global lifestyle trends through digital platforms.
“Consumers today are more discerning. They are willing to pay for quality, authenticity, and experience,” said a Lagos-based beverage industry analyst. “Companies that combine strong brand equity with sustainability credentials are better positioned for long-term growth.”