Managing a Brand Portfolio at the Crossroads of Tradition and Modernity in 2022

Published: November 8, 2022

Brand & New

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Alexandre Ricard

Alexandre Ricard Chairman & CEO, Pernod Ricard France

A company? It is all about people and brands. The Brand & New Iconic CEO Series features leaders from global iconic companies rooted in Asia, Europe, and the United States, who share their vision in full transparency about the impact of intellectual property, brands’ social commitments, and much more. 

Over the last couple of years, we seem to be witnessing an acceleration of history, prompted by the COVID-19 pandemic as well as uncertain economic, social, geopolitical, and environmental landscapes. At the same time, innovation and market potentials keep expanding. From blockchain to social media and the metaverse, digital transformation is also accelerating, providing brands with increasingly powerful tools that affect the way companies engage with their customers.

What challenges and opportunities do these circumstances present? What role should brands play in these events? What commitments should they make to stay aligned with evolving social values and consumer expectations, including diversity, equity, and inclusion?

Our guest today is Alexandre Ricard, Chairman and Chief Executive Officer of Pernod Ricard, a world leader in the wine and spirits industry. Present in more than 160 countries, the company holds one of the most iconic and internationally recognized brand portfolios in the sector, including Absolut, Chivas Regal, Jameson, and Martell, to name a few. Grandson of emblematic co-founder Paul Ricard and a graduate from ESCP and Wharton, Mr. Ricard joined Pernod Ricard in 2003. After serving in several roles in its affiliates in Asia and Europe, he rejoined the parent company in 2011 and successively held various strategic positions within the group, finally having served as Chairman and CEO since 2015. Despite his impressive resume, Mr. Ricard currently stands as one of the youngest CEOs of the 40 top companies of the French stock market. He is a also board member and member of the Strategy & Sustainability Committee of the cosmetics giant L’Oréal.

Related Resources


About Alexandre Ricard 

To go further: 

About Pernod Ricard  

Sustainability & Responsibility at Pernod Ricard 

Also of interest: 

Brands in Times of Crisis: CSR in Action (INTA Bulletin, April 2020) 

INTA’s Brands and CSR Survey Report 

The Women’s LeadershIP Initiative Report and Best Practices Toolkit 

The Women’s LeadershIP Initiative Report – 2022 Update 

Our responsibilities beyond intellectual property (World Trademark Review 2021-2022 Yearbook) 

Diversity, Equity, and Inclusion Series: Managing a Timeless Brand in Changing Times (Brand & New, March 2022) 

Striving for Diversity, Equity, and Inclusion as an Outside IP Counsel (Brand & New, April 2022) 

Engineering Innovation (Brand & New, May 2021) 

The Innovation Ecosystem: An Interview with USPTO’s Valencia Martin-Wallace (INTA Bulletin, May 2021) 

Leading Innovation: An Interview with Lucía María Estrada Echevarría (INTA Bulletin, March 2021) 

The Many Implications of Innovation (INTA Bulletin, February 2022) 

About Brand & New

Brand & New podcasts from the International Trademark Association

Host Audrey Dauvet discusses compelling business and legal topics relating to intellectual property, innovation, technology, and change with an international roster of influential experts and industry visionaries.

Brand & New guests contribute to this podcast in their personal capacity, and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or our members.

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