Sustainability at the Core: Pernod Ricard Nigeria Champions Responsible Growth – Michael Ehindero
By The People’s Voice Nigeria | News
The Managing Director of Pernod Ricard Nigeria, Michael Ehindero, has reiterated that sustainability is a core pillar of the company’s business strategy, reflecting its commitment to environmental responsibility across all operations.
Speaking on the company’s approach, Ehindero emphasized that as part of the Pernod Ricard Group, a global leader in the spirits and wine industry, environmental responsibility is deeply embedded in the corporate DNA and is not treated as a standalone initiative.
“Given our extensive global footprint, we are acutely aware of our environmental impact. Sustainability is at the heart of how we conduct business, both globally and in Nigeria. Environmental responsibility is not an add-on for us; it is core to who we are,” he said.
As part of this commitment, Pernod Ricard Nigeria has eliminated single-use plastics across its activations and office environments, including plastic straws, disposable cups, and bottled water. These initiatives form part of the company’s broader sustainability framework, which also influences its global production processes.
Ehindero also highlighted locally relevant initiatives, such as the ‘Glass to Life’ recycling program, which collects post-consumer glass bottle waste and reintegrates it into the circular economy. “Through Glass to Life, and in collaboration with partners across the country, we are turning waste into value while reducing environmental harm. Local solutions are critical to addressing global sustainability challenges,” he said.
On brand strategy, Ehindero noted the importance of differentiation through relevance, essence, and experiences. “Our brands stand for something—Martell for audacity and luxury, Jameson for heritage and craftsmanship. We bring this to life through immersive events, collaborations with artists, and interactive activations that let consumers experience the brand’s story and quality firsthand.”
Addressing market trends, he observed that the rise of premiumisation has increased consumers’ preference for higher-quality international spirits. “Our approach is guided by extensive research, which highlights where growth lies and how consumer tastes are changing. By focusing on premium categories and adapting to evolving expectations, we ensure the business remains aligned with both global priorities and local realities,” Ehindero added.
He also shared the personal values shaping his leadership philosophy. Inspired by Chief Obafemi Awolowo, instilled with discipline and character from his late father, and guided in business by lessons from Warren Buffett, courage from Aliko Dangote, and moral grounding through his faith in Jesus Christ, Ehindero’s leadership reflects responsible decision-making, ethical conduct, and a long-term commitment to sustainable growth and shared value creation.
