The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, said environmental responsibility is embedded in the company’s business strategy and guides how it operates locally.

Ehindero explained that sustainability is treated as a core business principle rather than a standalone initiative, reflecting the group’s approach to managing its environmental footprint.

He noted that the company has phased out single-use plastics, including plastic straws, disposable cups and bottled water, in line with its global sustainability framework, across its activations and offices, which also influences production processes worldwide.

At the local level, Ehindero said the Nigerian operation is implementing initiatives tailored to domestic environmental challenges.

He cited the “Glass to Life” recycling programme, which focuses on collecting post-consumer glass bottles and reintegrating them into the circular economy through partnerships across the country.

On brand positioning, Ehindero said differentiation remains critical in a competitive market, with each brand reflecting distinct values and experiences.

Addressing the growing trend of premiumisation in Nigeria’s spirits market, he said the company’s strategy is informed by research into changing consumer preferences, enabling it to focus on higher-value categories while adapting to local market realities.