By Okosun Dennis
The conviviality of the atmosphere was impeccable. The interior decor, exquisite. The ambiance was a reflection of the premium nature of the brand which speaks volume.
Journalists from both the traditional and new media were sufficiently immersed and the concept was well-defined.
The venue was Ijakadi Hall, Radisson Blu Hotels, Ikeja and the day was Monday, 21st July, 2025. The brand did not lower the guard as the General Manager, Mr. Michael Ehindero, Pernod Ricard Nigeria, made excellent representation – with a perfect understanding of the brand and how to sell it.
However, when flurries of questions descended from the inquisitive journalists, his response were classic and amazingly rich and deep.
Pernod Ricard Nigeria is a global wine, champagnes, and spirits giant, whose cardinal principle is a sterling commitment to innovation and sustainability of its products, and has done so since entering into the Nigerian market 15 years ago.
Micheal Ehindero disclosed that the company maintains unique distribution hubs in Lagos, Abuja, and Port Harcourt, with over 200 people in its employment portfolio – directly and indirectly – and maintains presence in more than 30 states.
While talking journalists through “Content Drivers’ Immersion” event, Ehindero revealed that as a corporate organisation and an international brand, they have kept faith by abiding with laws as the company pays 60–70 per cent in taxes currently on its alcoholic brands as No 1 Cognac and Whiskey Irish brand in Nigeria.
Since 1975, globally, Pernod Ricard is the 2nd largest spirit producer with over 19,000 conviviality; connects and values people believing in the magic of conviviality.
In over 180 countries of the world and many manufacturing facilities across the world, Ehindero asserted that “they are there at good, bad and quiet moment.”
On sustainability and responsibility, the Managing Director emphasized that they are implicitly connected to the environment and concerns. With robust campaign to galvanize reforestation, Pernod Ricard Nigeria has planted over 30,000 trees in West Africa, while working assiduously for reclaiming the lost forest in West Africa.
Being a spirit and wine multinational company, they promote responsible consumption and don’t compel anyone to take alcohol. “We value people hence they leverage on safe practices,” Ehindero reiterated.
On counterfeiting and adulteration, he spoke glowingly how the company hasn’t slept but ensuring that counterfeiting despite being a global phenomenon, they have been able to curtain the excesses of counterfeiters by working with NAFDAC and law enforcement agents to carry out raids that have kept counterfeiters a distance from preying into their products.
“In the last three months, we have taken off over 7,000 bottles from the streets and denied adulterators and counterfeiters from having access to them which they used to fake products.
“We work with National Agency for Food and Drugs Administration and Control (NAFDAC), to carry out a lot of raids. We have our staffs across the country, who sieve and pass information to the security agencies. To fight the scourge of counterfeiting, advocacy is key in this drive.”
However, on her part, the Marketing Director, Evane Cheneut, while giving brand analysis of each product classified Jameson as a flagship brand produced in Ireland which resonant and connects well with the Jameson brand.
Evane Chenuet, while explaining the depth of Corporate Social Responsibility of Pernod Ricard Nigeria, pointed out a lot of areas the company has touched with tremendous successes.
While emphasising on a project: “Glass to life project,” said an aspect dwells on taken up empty bottles off the streets, a practices that denies counterfeiters access to their original bottles. In response to providing employment, those we engage earn from it.
Pernod Ricard Nigeria products include: Jameson Irish Whiskey, Martell Cognac, Absolut Vodka, The Glenlivet Single Malt Whiskey, G.HMumm Grand Cordon, Chivas Regal, Beefeater, Malibu, Ballantines, Imperial Blue among other numerous products.
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