Pernod Ricard

Our vision

“Make a new friend every day.” That motto, voiced by Paul Ricard, was the inspiration for our tagline, “Créateurs de convivialité”. Convivialité is our business and our raison d’être. Our goal is to encourage people to go out in search of friends old and new, because those day-to-day encounters create a better world.

Convivialité is more than our profession: it is our driving purpose and it comes to life through our shared belief that as humans we have an innate need to come together to create joyful moments, and in these moments, the age-old ritual of sharing a drink, with or without alcohol, can help us bond. 

Our unique portfolio of strong, premium brands, our long-term customer-centric strategy, our highly dedicated teams and our sustainable and responsible approach to everything we do are key to the Group becoming the world leader in wines and spirits.

Our ambition

If we succeed in becoming “créateurs de convivialité”, placing one of our brands at each moment of convivialité, Pernod Ricard will inevitably become the global leader of the wine and spirits industry. That leadership ambition is underpinned by the Pernod Ricard Mindset: a conquering team spirit and collective desire to come out on top.

To be the future leader, we need to begin acting like a leader – like a company that moves the goalposts, that challenges the status quo. These growth drivers will make the difference in an extremely competitive environment.

We will achieve industry leadership by allowing each of our brands to flourish while respecting their identity, terroir and savoir-faire. We will work hand in hand with farmers, suppliers and local communities to improve our environmental practices.