Pernod Ricard Nigeria Ready to Lead Premium Spirits Market, Says MD Michael Ehindero

The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, has expressed strong confidence in the company's strategic positioning to capitalise on the growing trend of premiumisation within the Nigerian beverage market.

Speaking in a recent interview, Ehindero emphasised that the global spirits giant relies heavily on comprehensive market research to guide its business decisions. This research-driven approach, he noted, enables the company to identify emerging growth opportunities and stay ahead of evolving consumer preferences across the country.

The Nigerian market has witnessed a notable shift towards premium and super-premium spirits in recent years, as middle-class consumers increasingly demonstrate willingness to pay more for quality and authenticity. Pernod Ricard, which owns iconic brands including Jameson Irish Whiskey, Absolut Vodka, and Martell Cognac, is positioning itself to capture this lucrative segment.

Ehindero highlighted that understanding where growth lies is fundamental to the company's Nigerian operations. By closely monitoring how consumer tastes are changing, Pernod Ricard can adapt its product portfolio and marketing strategies to meet local demands whilst maintaining global standards.

The premiumisation trend reflects broader economic patterns in Nigeria, where a growing number of consumers are prioritising quality over quantity. This shift presents significant opportunities for established international brands with strong heritage and premium positioning.

Under Ehindero's leadership, Pernod Ricard Nigeria continues to invest in brand building and distribution networks to strengthen its market presence. The company's confidence in the Nigerian market's potential underscores the importance of Africa's largest economy to global spirits manufacturers.

Industry analysts have noted that the Nigerian beverage sector remains highly competitive, with both local and international players vying for market share. Pernod Ricard's research-backed strategy represents a methodical approach to capturing value in this dynamic marketplace.