Pernod Ricard has thirst to be first

Alexandre Ricard, who becomes chairman and chief executive of the French group in two weeks’ time, has told the drinks business in an exclusive interview that it is his ambition to become the world’s biggest premium spirits group, knocking Diageo off its perch.

Alexandre Ricard will begin his leadership of Pernod Ricard in February 2015 (Photo: Pernod Ricard)

In the exclusive interview with db before his elevation to the top-job, Ricard said, “Pernod Ricard is an adventure which goes beyond generations. Each generation brings its ‘brick’ to the Pernod Ricard building. A local or regional group, French/European, has become a global business.

“We are a global group with a global footprint with all the roots for more success. We have not been shy in clarifying our long-term ambition of achieving leadership.”

Emphasising this further, Ricard said “We have a thirst to be first. That is the driving force. That’s the exciting part – to achieve that global leadership ambition.

“We have the largest wholly-owned distribution network of our own people selling our own brands. And we have the most comprehensive portfolio of brands. So the ingredients to get that leadership position are there.”

The full interview with Alexandre Ricard and Pierre Pringuet, Pernod Ricard’s current chief executive, who is retiring, will appear in the February edition of the drinks business.