Last month, just-drinks spoke at length with Alex Ricard, the CEO of Pernod Ricard. In the first part of our exclusive interview, Ricard considered the group’s recent performances in India and China. He also discussed the use of price both to grow sales and to drive premiumisation. Here, in part two, he looks at some of the group’s more important brands, the strategy behind acquiring craft spirits companies, and the changes he has introduced to Pernod since becoming CEO two years ago.
The Brands
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