Pernod Ricard Nigeria Positioned to Benefit from Premiumisation Trend — MD Michael Ehindero

Pernod Ricard Nigeria Positioned to Benefit from Premiumisation Trend — MD Michael Ehindero

The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, says the company is strategically positioned to take advantage of the growing global consumer shift toward premium alcoholic beverages, a trend widely described as “premiumisation.”

Ehindero disclosed that the company’s strategy is guided by extensive consumer research that identifies emerging growth opportunities and tracks changing tastes in the spirits and wine market.

According to him, the Nigerian arm of the global beverage group, Pernod Ricard, continues to focus on premium categories while adapting its offerings to evolving consumer expectations in both global and local markets.

He explained that the premiumisation trend — where consumers increasingly prefer higher-quality and more sophisticated drinks — presents a strong opportunity for the company in Nigeria.

Ehindero noted that the company’s evolving brand portfolio includes some of the world’s most recognised drinks, designed to reflect changing lifestyle trends and consumer preferences.

“Our products are more than just the liquid in the bottle,” he said. “Our portfolio of spirits, champagne, and alcohol-free spirit alternatives combines exceptional ingredients and unique tastes designed for authentic moments of sharing, all crafted with skill and passion.”

The managing director added that the company’s brands offer distinctive experiences that connect consumers with memorable social occasions.

He cited key brands such as Martell and Jameson as examples of how brand identity drives consumer engagement.

“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,” Ehindero said.

He explained that the company brings these brand values to life through immersive consumer experiences, including events, collaborations with artists, and interactive activations that allow consumers to connect with the story and quality behind each product.

Beyond product innovation, Ehindero emphasised that sustainability remains a central pillar of the company’s strategy.

He revealed that the company has eliminated single-use plastics across its activations and office environments, including plastic straws, disposable cups, and bottled water, as part of its environmental responsibility commitments.

According to him, these initiatives align with the broader sustainability framework of the Pernod Ricard Group, which prioritises reducing environmental impact across its global production and distribution operations.

Ehindero added that Pernod Ricard Nigeria is also implementing locally driven environmental initiatives aimed at tackling waste management challenges.

One of such initiatives is the company’s “Glass to Life” recycling programme, which collects post-consumer glass bottles and reintegrates them into the circular economy to reduce environmental waste.

He stressed that the company will continue to combine premium product offerings with sustainability and innovation as it expands its footprint in Nigeria’s evolving beverage market.