Abayomi Susan
Michael Ehindero, Managing Director of Pernod Ricard Nigeria, emphasized that sustainability is a core pillar of the company’s strategy, reflecting its commitment to environmental stewardship and responsible business practices.
As part of the Pernod Ricard Group, a global leader in the spirits and wine industry, Ehindero noted that environmental responsibility is embedded in the company’s DNA and is never treated as an optional or separate initiative.
“Given our global presence, we are acutely aware of our environmental impact. Sustainability is central to how we operate, both globally and in Nigeria. It is not an add-on; it is fundamental to who we are,” he said.
Demonstrating this commitment, Pernod Ricard has removed single-use plastics from its activations and offices, including plastic straws, disposable cups, and bottled water. These measures are part of a wider sustainability framework that also informs its global production processes.
Ehindero highlighted that the company also drives locally relevant initiatives to tackle waste management and promote circularity. One example is the Glass to Life recycling program, which collects post-consumer glass bottles and reintegrates them into the circular economy.
“Through Glass to Life and partnerships across Nigeria, we are transforming waste into value while reducing environmental impact. Local solutions are crucial to addressing global sustainability challenges,” he added.
On brand strategy, Ehindero said differentiation is key. “It’s about relevance, essence, and experience. Our brands convey meaning—Martell represents audacity and luxury, Jameson embodies heritage and craftsmanship. We bring these stories to life through immersive events, artist collaborations, and interactive activations that let consumers experience the quality firsthand.”
Addressing the growing trend of premiumisation, where consumers increasingly seek high-quality international spirits, Ehindero noted that Pernod Ricard is well-positioned to capitalize on the opportunity.
“Our strategy is guided by in-depth research on consumer preferences and growth opportunities. By focusing on premium categories and adapting to evolving tastes, we stay aligned with both global priorities and local realities,” he explained.
Ehindero also shared insights into the values shaping his leadership approach. He draws inspiration from Chief Obafemi Awolowo, discipline and character lessons from his late father, business acumen from Warren Buffett, courage from Aliko Dangote, and moral guidance from his faith in Jesus Christ.
“These influences guide responsible decision-making, strengthen ethical leadership, and reflect Pernod Ricard’s long-term commitment to sustainable growth and creating shared value,” he concluded.
