Grégory Leymarie’s to boost Pernod-Ricard sales of Imperial Blue and Inverroche
The French beverages giant plans to take advantage of the health crisis to strengthen its position in both the entry-level and very high-end segments, particularly for its African-made products.
03/12/2020 at 07h48, by Valentin Grille
“There are clear trends in downtrading, with customers migrating towards entry-level products, and in very high-end ‘super premium’ products, such as cognac or whisky, which are also very successful,” explains Grégory Leymarie, Pernod-Ricard’s CEO for sub-Saharan Africa. These trends have intensified during the health crisis, which has proven to be a real “catalyst” for the shifts observed over the course of several years.
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