Leading with heritage: how Alexandre Ricard is expanding Pernod Ricard’s premium spirits legacy

Leading with heritage: how Alexandre Ricard is expanding Pernod Ricard’s premium spirits legacy

In the world of premium spirits, few names command as much respect as Pernod Ricard. Home to brands like Chivas Regal, Jameson, Martell, Absolut, and Perrier-Jouët, the company has built an empire of some of the most recognizable and sought-after alcoholic beverages in the world.

At the helm of this global giant is Alexandre Ricard, the man responsible for both honoring his family’s legacy and pushing the company into a new era of innovation, digital transformation, and sustainable growth.

A legacy of leadership: the Ricard family’s influence

Pernod Ricard was born from a merger between Pernod and Ricard in 1975, but its roots go much deeper. Paul Ricard, Alexandre’s grandfather, founded Ricard in 1932, revolutionizing the spirits industry with his iconic pastis recipe.

Growing up, Alexandre Ricard was immersed in this legacy. But rather than relying solely on family tradition, he carved his own path. With a degree from ESCP Business School and an MBA from Wharton, he gained experience outside the family business before joining Pernod Ricard in 2003.

By 2015, at just 42 years old, Alexandre became the youngest CEO of a top-tier spirits company, stepping into a role that carried both history and high expectations.

Modernizing a global spirits empire

When Alexandre Ricard took over, the spirits industry was evolving rapidly. Consumer preferences were shifting toward craft spirits, premiumization, and digital engagement.

Under his leadership, Pernod Ricard focused on three key areas:

  • Expanding the premium portfolio – investing in high-end brands and limited-edition releases to attract affluent consumers.
  • Digital transformation – enhancing e-commerce, AI-driven marketing, and personalized consumer experiences.
  • Sustainable business practices – leading initiatives in eco-friendly production, responsible drinking campaigns, and carbon neutrality.

These strategies helped Pernod Ricard maintain its position as the world’s second-largest spirits company while setting a new standard for innovation in the industry.

Premiumization: elevating spirits to a luxury experience

One of Ricard’s major initiatives has been premiumization—shifting the focus from mass-market spirits to high-end, exclusive offerings.

Brands like The Glenlivet, Royal Salute, and Martell Cognac have introduced luxury editions tailored to high-net-worth consumers and collectors.

Additionally, Ricard has overseen strategic acquisitions to enhance Pernod Ricard’s premium catalog, including:

  • Del Maguey Mezcal – a move into the fast-growing artisanal mezcal market.
  • Rabbit Hole Whiskey – expanding the company’s foothold in the premium bourbon category.
  • Ki No Bi Gin – strengthening Pernod Ricard’s presence in the ultra-premium gin segment.

These acquisitions have positioned the company as a leader in the luxury spirits sector, catering to an audience that values craftsmanship, heritage, and exclusivity.

The digital revolution: reinventing consumer engagement

Under Alexandre Ricard, Pernod Ricard has embraced the digital age like never before.

  • AI and data analytics – the company uses AI to track consumer trends, helping create personalized marketing campaigns.
  • Direct-to-consumer sales – investing in e-commerce platforms to sell directly to customers rather than relying solely on traditional retail.
  • Augmented reality & NFTs – the brand has experimented with NFTs and digital collectibles, offering exclusive experiences for customers in the metaverse.

By integrating technology and data-driven insights, Ricard has redefined how a century-old spirits brand connects with modern consumers.

Sustainability: a core commitment

Beyond growth and innovation, sustainability is at the heart of Alexandre Ricard’s leadership.

  • Pernod Ricard aims to be carbon neutral by 2030.
  • 100% of its packaging will be recyclable, compostable, or reusable.
  • The company is reducing water usage and greenhouse gas emissions across all production facilities.

In 2021, Pernod Ricard launched the “Good Times from a Good Place” initiative, focusing on:

  • Reducing the environmental impact of its distilleries.
  • Encouraging responsible drinking through global campaigns.
  • Investing in sustainable agriculture for its ingredients.

By prioritizing eco-conscious production, Ricard ensures that luxury spirits can be both indulgent and responsible.

A legacy secured: the future of Pernod Ricard

As chairman and CEO, Alexandre Ricard has successfully balanced heritage with innovation, proving that a historic brand can evolve without losing its identity.

With a focus on premiumization, digital transformation, and sustainability, Pernod Ricard is stronger than ever, competing at the highest level while leading the way in responsible business practices.

Ricard’s leadership is not just about preserving a family name—it’s about shaping the future of the spirits industry. And with every strategic move, he’s ensuring that Pernod Ricard remains a toast to excellence for generations to come.

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