Pernod Ricard

Pernod Ricard is a major global traditional spirits and wine conglomerate. In response to shifting consumer habits and the rise of the sober curious movement, the company has begun investing heavily in non-alcoholic luxury and premiumization.

As part of a broader industry shift toward a multi-beverage-strategy, Pernod Ricard has taken strategic stakes in premium non-alcoholic alternatives, such as the agave-based non-alcoholic spirit Almave. This allows the company to maintain its share-of-occasion even when consumers choose to abstain from traditional alcohol or engage in moderation practices like zebra-striping.