The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, has reiterated that sustainability remains a core pillar of the company’s business strategy, reflecting its commitment to reducing environmental impact and embedding responsible practices across its operations.
He explained that as part of the Pernod Ricard Group, a global leader in the spirits and wine industry, environmental responsibility is not treated as a standalone initiative but is deeply integrated into the company’s corporate DNA.
“Given our extensive global footprint, we are acutely aware of our environmental impact. As a result, sustainability is at the heart of how we conduct business, both globally and in Nigeria. Environmental responsibility is not an add-on for us; it is core to who we are,” Ehindero said.
As part of this commitment, Pernod Ricard Nigeria has eliminated single-use plastics across its activations and office environments, including plastic straws, disposable cups, and bottled water. These actions align with the Group’s broader sustainability framework, which extends across its global production and supply chain processes.
Ehindero further noted that the company continues to implement locally relevant environmental initiatives to address waste management challenges and promote circularity. One such initiative is the “Glass to Life” recycling programme, which collects post-consumer glass bottles and reintegrates them into the circular economy.
“Through Glass to Life, and in collaboration with partners across the country, we are turning waste into value while reducing environmental harm. Local solutions are critical to addressing global sustainability challenges,” he added.
Beyond sustainability, Ehindero emphasised the importance of brand differentiation in a competitive market.
“It is about relevance, essence, and experiences. Our brands stand for something — Martell for audacity and luxury, Jameson for heritage and craftsmanship. We bring this to life through immersive events, collaborations with artists, and interactive activations that allow consumers to experience the brand’s story and quality firsthand.”
Commenting on the trend of premiumisation, which has increased consumers’ appetite for high-quality international spirits, he noted that Pernod Ricard Nigeria is strategically positioned to benefit from evolving consumer preferences.
“Our approach is guided by extensive research, which highlights where growth lies and how consumer tastes are changing. By focusing on premium categories and adapting to evolving expectations, we ensure the business remains aligned with both global priorities and local realities.”
Reflecting on his leadership philosophy, Ehindero revealed that his vision is inspired by the philosophy of Chief Obafemi Awolowo, while discipline and character were shaped by his late father. In business, he draws lessons from Warren Buffett, courage from Aliko Dangote, and moral grounding from his faith in Jesus Christ.
According to him, these influences guide responsible decision-making, reinforce ethical leadership, and align with Pernod Ricard’s long-term commitment to sustainable growth and shared value creation.