This company profile of Pernod Ricard reveals the unethical practices of the French liquor and wine industry giant. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious Five strategies.

Introduction

Pernod Ricard is a French company established in 1975. This multinational alcohol corporation is the world’s second largest wine and spirits producer.

The French alcohol giant has a portfolio of over 240 brands including internationally sold brands (which accounts for 63% of the sales in 2021) like Ricard, Malibu, Chivas, Jameson, Havana Club, Absolut, Ballantine’s, Mumm and numerous other specialty and local brands. 

Alexandre Ricard, one of the grandsons of the Pernod Ricard founder Paul Ricard, became the Chairman and Chief Executive Officer of the group in 2015. 

Fast Facts about Pernod Ricard in 2023

Total net revenue: EUR 12,137 million (2023)
Net profit: EUR 3,348 million (2023)
Lobbying costs (US): 2,800,000 USD (2022)
Lobbying costs (EU): 600,000 – 699,999 € (2022)
Total alcohol volume sold: no information
Global market share: no information
Number of employees: 20,600
Marketing spend: EUR 1,698 million (2022)

BRANDS

Strategic International Brands

Strategic Local Brands

  • Ricard
  • Mumm
  • Perrier-Jouet
  • Martell
  • Malibu
  • Ballentine’s
  • Chivas
  • Beefeater
  • Jameson
  • Havana Club
  • Royal Salute
  • The Glenlivet
  • Absolut
  • Pastis 51
  • Ararat
  • Seagram’s Gin
  • Kahlúa
  • J.P.Wiser’s
  • Ramazzotti
  • 100 Pipers
  • Blenders Pride
  • Imperial Blue
  • Royal Stag
  • Imperial
  • Longitude 77
  • Long John
  • Passport Scotch
  • Something Special
  • Olmeva
  • Wyborowa

Specialty Brands

Prestige Brands

  • Italicus
  • Lillet
  • Pernod
  • Suze
  • Augier
  • Malfy
  • Jefferson’s
  • Lot No. 40
  • Powers
  • Redbreast
  • Smooth Ambler
  • TX
  • Method & Madness
  • Monkey 47
  • Plymouth Gin
  • Ceeder’s
  • Green Spot
  • Aberlour
  • Scapa
  • Altos
  • Del Maguey
  • Ostoya
  • Mumm
  • Perrier-Jouet
  • KI NO BI
  • The Chuan
  • Jameson
  • Midleton Very Rare
  • Rabbit Hole
  • Havana Club
  • Ballentine’s
  • Chiva’s
  • Royal Salute
  • Secret Speyside
  • The Glanlivet
  • Avion
  • Absolut Elyx
  • L’Orbe

Non-Alcoholic Brands

  • Beefeater 0%
  • Ceder’s
  • Suze Tonic 0%
  • Cinzano Spritz 0%
  • Pacific
  • Campo Viejo Sparkling 0%
  • Jacob’s Creek Unvined

Pernod Ricard involvement in front groups

Interfering in policy and science Pernod Ricard front groups are designed to advance long-term public relations goals to interfere in both policy and science.  Source

Unethical practices by Pernod Ricard

Misconduct Report Aug 28 '25 Deception
Big Alcohol’s Cancer Denial – Diageo and other global alcohol giants bank on creating confusion

Big Alcohol thrives on confusion. Diageo, AB InBev, Heineken, Pernod Ricard, and Campari all know their products cause cancer – and that ...
Misconduct Report Aug 26 '25 Political interference
Industry-Sponsored “Reform” Would Make Alcohol Cheaper in Mexico

The wine and spirits industry is quietly steering Mexico’s alcohol tax debate – and it’s doing so under the guise of policy ...
Misconduct Report Aug 18 '25 Manipulation
Big Alcohol’s Global ‘Responsible Drinking’ Drive Turns Alcohol Harm into a Personal Problem

“Responsible drinking” is one of the alcohol industry’s most deceptive tools. It shifts the blame for harm onto individuals while ...
Misconduct Report Apr 7 '25 Deception
Normalizing Alcohol Use Through Deception – The Industry’s Real Goal Behind “Moderation Week”

The Asia Pacific International Spirits and Wines Alliance (APISWA) has launched a so-called “Moderation Week” across Vietnam, Cambodia, ...
Misconduct Report Apr 1 '25 Deception, Manipulation
IARD Exploits Decline In Youth Alcohol Use to Whitewash Industry Image

The International Alliance for Responsible Drinking (IARD) – the alcohol industry’s global mouthpiece – has released a new report ...
Misconduct Report Mar 20 '25 Manipulation
Fake Transparency: Pernod Ricard’s QR Code Labels Do Nothing for Public Health

Pernod Ricard Philippines is rolling out QR code-enabled digital labels in the Philippines, marketing them as a step toward “consumer ...