Why Pernod Ricard India Stands Out as a Great Place to Work

1. The Rise of Premium Spirits in India and Pernod Ricard’s Winning Strategy India’s alcoholic beverage market has long been driven by value-seeking consumers, but a cultural shift is underway. Today’s drinkers—especially urban millennials and Gen Z—are moving away from low-cost consumption to more mindful and premium experiences. Riding the crest of this wave is Pernod Ricard India, a market leader that has not only anticipated this change but also actively shaped it. From redefining how Indians view premium spirits to capturing new consumer aspirations, Pernod Ricard India is writing a fresh success story—one bottle at a time. Understanding the Changing Indian Consumer A few years ago, India’s alco-bev industry was dominated by affordable, mass-market brands. But the rise of an affluent urban middle class, increasing exposure to global cultures, and evolving lifestyle preferences have redefined what people seek in their drinks. Today’s consumers are: More discerning about the quality and craft of spirits Interested in international brands with authentic legacies Engaged with brands that resonate with their personal identity Looking for experiential value—not just the liquid in the glass

2. This shift has created fertile ground for premium and super-premium spirits to flourish. Premiumization as a Strategic Growth Lever Recognizing this opportunity, Pernod Ricard India has made premiumization a central pillar of its growth strategy. Rather than compete on price in a cluttered market, the company has focused on delivering aspirational value, elevating brand experiences, and curating a premium image across its portfolio. Here’s how the strategy unfolds: Upscaling Indian favourites: Iconic brands like Royal Stag and Blenders Pride have evolved with upgraded variants such as Royal Stag Barrel Select and Blenders Pride Reserve Collection—offering smoother blends and richer taste profiles. Bringing global icons to India: Brands like Jameson Irish Whiskey, Chivas Regal, Ballantine’s, and The Glenlivet have been introduced and carefully positioned to appeal to India’s fast-growing urban consumer base. Expanding the luxury segment: With offerings like Martell Cognac, Perrier-Jouët, and GH Mumm, the company is building a high-end niche for connoisseurs and HNIs (High Net- Worth Individuals). This layered approach to premiumization ensures Pernod Ricard India is relevant across multiple income groups while nudging consumers up the value chain. The Power of Experiential Marketing Pernod Ricard India knows that premium brands aren’t sold—they are experienced. The company has masterfully created memorable, brand-led moments that transcend advertising and turn customers into loyalists. Some standout initiatives include: Blenders Pride Fashion Tour: An annual style extravaganza that brings together India’s top designers, models, and performers to promote self-expression and bold choices. Now in its 15th+ edition, it reflects the premium ethos of the brand. Absolut Creative World: A platform that merges art, design, and pop culture to connect with urban creatives. Limited-edition bottle designs and collaborations with artists have helped Absolut become more than just a vodka—it’s a cultural symbol. Chivas Studio Nights & Glenlivet Tasting Events: These exclusive evenings are hosted in upscale venues and offer curated whisky experiences for enthusiasts who value craftsmanship and storytelling. By aligning their brands with fashion, music, art, and food, Pernod Ricard India has successfully positioned itself in the lifestyle space, not just the liquor category. Digital First, Consumer Focused Today’s premium consumer is digital-first. They discover, research, and evaluate products online—often before even stepping into a store or bar. Pernod Ricard India has been quick to

3. embrace this behaviour shift by investing in strong digital assets, influencer collaborations, and immersive storytelling. Highlights include: Social media campaigns featuring mixologists and lifestyle influencers Branded content series that link spirits with travel, entrepreneurship, and self-expression QR-enabled packaging that provides origin stories, sustainability credentials, and cocktail recipes The company also leverages data analytics to understand consumer preferences and optimize product distribution and campaign targeting. Performance that Proves the Strategy The numbers speak for themselves. Over the last few years, Pernod Ricard India has seen: A double-digit growth rate in its premium and super-premium categories A significant increase in urban market penetration, especially in Tier 1 and Tier 2 cities Growing brand loyalty and repeat purchases across its global labels Its premium segment now contributes a larger share of revenue than ever before, solidifying the success of the strategy. Challenges and the Way Forward Of course, premiumization doesn’t come without challenges. Pricing regulations, taxation disparities across states, and limited distribution in certain geographies still pose hurdles. But Pernod Ricard India is actively addressing these through localized strategies and government engagement. What’s clear is that the appetite for premium spirits in India is only growing stronger—and the company is well-positioned to lead the next wave of growth. Conclusion: Crafting a New Legacy in India Pernod Ricard India has not just responded to changing consumer behaviour—it has shaped it. By embracing premiumization, investing in experience-first branding, and curating products that speak to both tradition and modernity, the company is redefining how India celebrates, socializes, and savours spirits. In doing so, Pernod Ricard India is building more than just market share—it is building a legacy of excellence, aspiration, and forward-thinking innovation in India’s alco-bev landscape.