This company profile of Pernod Ricard México reveals the unethical practices of one of the top five spirits distributors in Mexico. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception, the Dubious Five strategies.

INTRODUCTION

Pernod Ricard México was established in 2006 and is among the top five distributors in the Mexican spirits industry, holding an estimated market share of 7.2%. The company operates through a dual structure: the Market Company, Pernod Ricard México, which is responsible for the distribution and commercialisation of the international portfolio across off-trade retail and on-trade hospitality channels; and the Brand Company, House of Tequila, which oversees its portfolio of premium tequilas and mezcals produced in Jalisco. Brands managed by House of Tequila include Altos, Avión, Olmeca, Del Maguey, and Ojo de Tigre. Pernod Ricard México is a subsidiary of Pernod Ricard S.A., based in France.

FAST FACTS ABOUT PERNOD RICARD MEXICO

• Net revenue): Not available
• Gross profit: Not available
• Net profit: Not available
• Marketing spending: Not available
• Lobbying costs: Not available
• Number of employees: Not available
• Market share (2023): 7.2%
• Parent company: Pernod Ricard S.A.
• Subsidiaries: House of Tequila

Brands

MANAGEMENT TEAM AND BOARD OF DIRECTORS

Nicolás Payet, Chief Executive Officer, Pernod Ricard México & North LatAm

Front Groups

• Fundación de Investigaciones Sociales A.C. (FISAC) (Foundation for Social Research A.C.)