Managing Director of Pernod Ricard Nigeria, Michael Ehindero, says the company is strategically positioned to benefit from Nigeria’s growing consumer shift toward premium spirits, a trend increasingly shaping the global beverage industry.
Ehindero made this known while discussing the company’s market outlook, noting that Nigerian consumers are becoming more discerning and increasingly favouring premium and internationally recognised beverage brands.
According to him, the shift in consumer behaviour reflects a broader global movement toward premiumisation, where consumers choose higher-quality products and experiences over lower-priced alternatives.
“The Nigerian market is evolving, and consumers are becoming more sophisticated in their choices,” Ehindero said. “We are seeing a clear preference for premium products, and this trend aligns with the global direction of the spirits industry.”
He explained that Pernod Ricard, the global parent company of Pernod Ricard Nigeria, has strategically positioned its portfolio to meet the growing demand for premium spirits through internationally acclaimed brands.
The company’s portfolio includes globally recognised labels such as Jameson Irish Whiskey and Martell Cognac, which have gained increasing popularity among Nigerian consumers.
Ehindero noted that Nigeria remains one of the most important growth markets in Africa for premium spirits, driven by its large youthful population, expanding urban middle class, and growing appetite for quality lifestyle experiences.
Industry analysts say Nigeria’s premium alcohol segment has continued to grow in recent years as urban consumers increasingly gravitate toward premium brands, particularly in social and hospitality settings.
Ehindero added that beyond product offerings, Pernod Ricard Nigeria is also focusing on responsible drinking campaigns and sustainability initiatives aimed at promoting long-term industry growth.
“We are committed not only to bringing premium brands to Nigerian consumers but also to building a sustainable and responsible drinking culture,” he said.
He further emphasised that the company will continue investing in consumer engagement, partnerships, and innovative experiences to strengthen its presence in Nigeria’s evolving beverage market.
With the premiumisation trend expected to continue across global markets, Pernod Ricard Nigeria says it remains confident about its growth prospects in Nigeria and its ability to meet the rising demand for premium spirits.