Pernod Ricard : Conquering the world – Gilles Bogaert

A global company with a soul

Pernod Ricard doesn’t just market renowned spirits brands; the group aims to create conviviality worldwide. This notion of conviviality, present in the company’s DNA, translates into moments of sharing and celebration. According to Gilles, this vision is rooted in a culture of authenticity and simplicity, a legacy that has been maintained despite global expansion.

This growth has been demonstrated by strategic acquisitions, such as Seagram in 2001, Mumm and Perrier-Jouët in 2005, and Absolut Vodka in 2008. These acquisitions have allowed Pernod Ricard to strengthen its position in the global market while respecting the values that have made its reputation.

The role of family shareholders

Gilles emphasizes the importance offamily shareholding, embodied by the Ricard family, in maintaining a long-term vision. This stability enables Pernod Ricard to remain true to its mission while navigating a constantly changing economic and geopolitical environment. For Gilles, the balance between the ambition of global leadership and prudent management is essential to cope with crises.

Crisis management: learning by doing

Gilles shared his experience during the Argentine crisis of 2001-2002, a period marked by the country’s economic collapse. For him, this situation reinforced the importance of agile and reactive crisis management, notably through constant communication with local teams. This experience forged his ability to anticipate and react quickly, skills that are essential in today’s globalized and uncertain world.

Balancing globalization and local adaptation

One of Pernod Ricard’s current challenges is to strike a balance between global brand identity and local market specificities. Gilles explains that some brands, such as Chivas Regal, Jameson and Absolutare global blockbusters, while others are specifically adapted to local markets. This strategy enables the Group to maintain global consistency while remaining flexible to local specificities.

Innovation and diversification

Innovation is at the heart of Pernod Ricard’s strategy, with initiatives to meet new consumer expectations. Gilles cites, for example, the launch of Beefeater 0.0, an alcohol-free version of their famous gin. This is part of a drive to promote responsible drinking and offer alternatives for all consumers.

Leadership and talent management

For Gilles, a leader must know how to adapt to the different cultures and management styles encountered within the Group. He pays particular attention to talent development and matching employee skills to market needs. His role is to identify the right talents, position them strategically and keep them motivated in a dynamic, multicultural working environment.

Diversity: a strategic objective

Diversity, whether cultural, functional or geographical, is a priority area of development for Pernod Ricard. Gilles insists on the importance of including a variety of profiles in key positions, integrating employees from different nationalities and with different professional backgrounds, to enrich the Group’s global vision.

An inspiring quote

Gilles shared a quote that guides his managerial approach: “The beginning of intelligence is to be aware of one’s ignorance”. This thought, attributed to Socrates, encourages him to remain humble, curious and open to the constant transformations of the world around him.

In a nutshell…

This session of the Managerial Excellence Masterclasses with Gilles Bogaert offered us a unique insight into how a group like Pernod Ricard manages to combine global growth with the preservation of strong values. A culture of conviviality, agile crisis management, innovation and the importance of diversity are all pillars that enable Pernod Ricard to stand out on the international stage.

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