Ask Jerry Challenge by Pernod Ricard China

About Us


 Pernod Ricard is one of the key members of the Premium spirits industry in the world.
It operates in more than 85 affiliates and 101 production sites.
Pernod Ricard has chosen to focus on sustainable growth through a large portfolio of in-
ternational brands and a high-end strategy,
known as Premiumisation.






Created by the link-up of the French Pernod and Ricard companies in 1975, today Pernod Ricard is the world co-leader of wine & spirits. The group conducts over 90% of its business outside of France. Since its inception, it has grown both organically and through a series of acquisitions, of which three were particularly transformational: Seagram (2001), allied Domecq (2005) and Vin & Sprit (2008) were purchased for a total of close to €20 billion. Today, the group boldly declares its ambition: To further increase market share in the industry. Already a key member of the premium segment, the one that contributes significantly to the sector’s growth, Pernod Ricard has opted for a sustainable growth model based on 5 drivers:



In China, Pernod Ricard leads the way among all international wine and spirits groups. Key brands such as Chivas Regal, Martell and Royal Salute were introduced into the country over two decades ago. Since then, they have grown to become China’s key portfolio of imported spirits. The acquisition of Allied Domecq and V&S further consolidated Pernod Ricard’s industry status in China with the addition of Ballantine’s, Mumm, Perrier-Jouët, Beefeater, Kahlúa and Malibu in 2005, and Absolut Vodka to the already strong brand portfolio in 2008.

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Looking to lead the industry, Pernod Ricard derives its growth potential from its decentralised business model and corporate culture of “conviviality”. Synonymous with openness, dialogue, empathy and respect for others, conviviality is an important gene in Pernod Ricard’s DNA. Employees and the Group itself are also encouraged to adopt an entrepreneurial spirit, the core of the Group’s common values, to help Pernod Ricard achieve its goals.


Decentralisation is the founding principle behind Pernod Ricard’s organisation and operations. Continuous dialogue between the Brand Companies and the Market Companies ensures the involvement of all stakeholders in the business, and a decision-making process that is as close as possible to the consumer.

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