gnac. - **Wines:** Jacob's Creek, Campo Viejo, and others. **Key Product Categories:** - **Strategic International Brands:** Mainstream spirits like Absolut, Jameson, Chivas Regal and champagnes like Mumm, Perrier-Jouët. - **Local Strategic Brands:** Regional favorites including Seagram's and Kahlua. - **Specialty Brands:** Craft spirits such as Italicus and Redbreast. - **Strategic Wines:** Premium labels like Brancott Estate and George. Founded in 1975 and based in Paris, France, Pernod Ricard's operations span 96 production sites globally.1f:T7da,## **Pros:** ✅ **Heritage Spirits Portfolio:** Pernod Ricard is the world’s second-largest wine and spirits group, owning iconic brands. Many of its brands benefit from deep heritage, global awareness, and pricing power, especially in the premium and prestige segments. ✅ **Premiumization Focus:** The group’s strategy centers on “premiumization”, pushing consumers toward higher-margin, high-end offerings. This is particularly evident in its sustained marketing of prestige whiskies, cognacs, and champagne (Perrier-Jouët and Mumm), which drives margin resilience. ✅ **Active Portfolio Management:** Pernod Ricard continues to rationalize its portfolio: divesting non-core brands and acquiring fast-growing ones like Código 1530 Tequila, Malfy Gin, and Skrewball Peanut Butter Whiskey, keeping the brand mix dynamic and relevant. ## **Cons:** ❌ **Shifting Consumer Trends:** Global trends toward moderation, health-conscious lifestyles, and younger generations drinking less alcohol per capita are gradually pressuring long-term volume growth across developed markets. ❌ **D