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 5 strategies.


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)

Pernod Ricard involvement in front groups

  • The Portman Group
  • International Alliance for Responsible Drinking (IARD)
  • World Brewing Alliance
  • World Federation of Advertisers
  • FoodDrinkEurope
  • European Business Summit
  • Brewers of Europe

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. 




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Whisky brands are very reliant on a small number of heavy, and increasingly ageing, consumers, to provide the majority of volume [...] in the longer term we had to attract more younger drinkers—the heavy- using loyalists of tomorrow [to avoid] the potentially disastrous implications of losing heavy drinkers”.

Source: Research article

“If Miller Lite was to be a large profitable brand we had to attract these young heavy drinkers”.

Source: Research article

To the extent [that laws or regulations or actions against us to substantially curtail the consumption of alcohol, including beer] gain traction, they could have a material adverse effect on our business and financial results. For example, the European Union published its Europe Beating Cancer Plan. As part of the plan, by the end of 2023, the European Union has indicated it will issue a proposal for mandatory health warnings on alcohol beverage product labels."

Source: Molson Coors Annual Report 2022

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