•Cautions against brand counterfeiting

Pernod Ricard Nigeria recently hosted a Content Drivers Immersion media session in Lagos, stressing the need for journalists to push correct narratives at all times.

Founder of TPT International Limited, Adetokunbo Modupe, told journalists, “you shape narratives. You move conversations. You are the heartbeat of our culture. Whether you write, film post or edit, your voice shapes what people think, say and share. That’s power, let’s use it with purpose. Avoid fuelling fears without facts, highlight heritage, quality and culture. Never link alcohol to instant successes or irresponsibility. This immersion connects you to the stories behind the spirits-our people, our purpose, and our passion for doing things the right way.”

Managing Director, Pernod Ricard, Michael Ehindero, highlighted the company’s commitment to product innovation, sustainability, and consumer safety. He also addressed the issue of counterfeiting of alcoholic products and the need for decisive action against them.

Ehindero emphasised the company’s commitment to combating alcohol fakery and adulteration, a significant problem in Nigeria’s spirits market.
Marketing Director of the outfit, Evane Chenuet, also said the brand is dedicated to responsible business practices.

To her, Pernod Ricard’s broader strategy includes building a portfolio of premium brands, focusing on consumer engagement, and expanding their global reach. They are also committed to responsible alcohol consumption and environmental sustainability.

She noted as part of its Corporate Social Responsibility (CSR) initiatives, the company recently launched the Glass to Life project, an eco-conscious campaign aimed at reducing counterfeiting by collecting and recycling used bottles.

In just three months, she disclosed, “we collected over 7,000 bottles off the streets. This not only removes materials that could be reused for fake products, but it also creates an income source for members of the public.”