Pernod Ricard 2021

Abstract

On April 1, 2021, France TV, the second most watched TV channel in France, broadcasted Cash Investigation a documentary on Pernod Ricard, a corporate group owning 86 alcohol brands and n°2 in the world alcohol industry. Pernod Ricard is conviviality’s creator. They exist to transform social interaction into a sharing moment (by sharing a glass of alcohol). Famous company representing the South of France values and symbols, Pernod Ricard has been number 2 in the global alcohol industry for a few years. And they keep growing, despite COVID-19, thanks to their successful strategy to make alcoholic cocktails accessible at home. The documentary demonstrates employees’ practices at the limit of the legacy, by encouraging employees to drink alcohol to sale and targeting young people in marketing campaigns. Industry quite controversial, drinking alcohol is ever perceived as a source of fun or a source of risk. Pernod Ricard is a perfect example of this binary issue in ethics. Problems as mentioned above are not new in the company (trials about alcoholism and non-respect of the law prohibiting alcohol culture in 2005 and 2019). And over the past few years, the corporation has faced a couple of threats, which should have alarm them about the well-being of the organizational culture. It asks what measures (CSR, communications guidelines ...) the company took to prevent dangerous practices and behavior of employees and the ethical responsibility of Pernod Ricard for the corporate culture. Furthermore, we can imagine what ethical solutions and strategic plans can be brought around the table by the protagonist of this case, Marie Benech, Responsible Marketing Director and Public Affairs HCI Director of Pernod Ricard. Between success, strategy and ethical dilemma, the case Pernod Ricard 2022, from the happiness of the drink to the alcoholism responsibility, will ask what is Ethics?

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