Pernod Ricard Nigeria, the local arm of the global spirits giant Pernod Ricard, has renewed its call for decisive action against the growing menace of alcohol fakery and adulteration in Nigeria’s spirits industry.

At the heart of its advocacy lies a commitment to consumer safety, brand integrity, and sustainable development.

Speaking during the ‘Content Drivers’ Immersion’ media session held at Radisson Blue Ikeja, Lagos, Mr. Michael Ehindero, Managing Director, Pernod Ricard Nigeria, sounded the alarm on the dangers posed by counterfeit alcoholic products in circulation.

“Combating the scourge of counterfeiting and protecting the health of the people remains central to us,” Ehindero said.

He emphasised  the critical need to eliminate fake alcohol products from the market.

“We are the manufacturers of Absolut Vodka, Olmeca Tequila, Martell Cognac, Chivas Regal, Jameson Whiskey and more.

These brands have formed habits in the lives of our consumers, and it is our duty to protect that trust.”

Moreover, Ehindero explained that Pernod Ricard Nigeria works closely with security agencies, providing intelligence that leads to raids and enforcement actions—often without public knowledge.

“We have security agencies that work with us. They present information to the appropriate authorities. So all the raids you see NAFDAC enforcing in the markets—it’s coming from us,” he revealed.

Additionally, the company partners with the Spirits and Wine Association of Nigeria.

This, Ehindero noted that significant resources are being committed to enforcement, brand protection, and shared intelligence across the industry.

“We even have a brand security team—our internal police. I don’t even know what they do or where they work. But I see the results.”

Furthermore, Ehindero spoke on its contribution to the Nigerian market, stating that the company currently pays 60–70 per cent in taxes.

According to him, these are on its alcoholic brands and is recognized by the IWSR as the No 1 Irish whiskey and also No 1 cognac brand in Nigeria.

“With a global footprint in over 180 countries, including the UK, Italy, Germany, North America, Mexico, South Africa, and Nigeria, Pernod Ricard operates an end-to-end value chain.

Also, from grain to glass, and boasts over 240 brands in the Nigerian market, including Irish whiskey, single malt Scotch, Indian whiskey, cognac, champagne, and tequila,” he said.

Advocacy and Public Engagement

Meanwhile, Ehindero called on the media to serve as advocates for authenticity. “This forum is about creating advocates who can say,

‘I know the companies that are doing it right.’ We intend to share as many resources as possible.”

Commending the Federal Government’s efforts in curbing counterfeiting across sectors including pharmaceuticals, he urged more collaboration, especially with customs and regulatory bodies.

He urged them to curb revenue losses caused by counterfeit trade. “Our mission is bigger than selling spirits,” Ehindero concluded.

“It’s about protecting our people, uplifting our communities, and leaving a legacy of quality, safety, and purpose.”

Driving Responsible Drinking and Sustainability

Beyond enforcement, Pernod Ricard Nigeria is reinforcing its global commitment to sustainability through its “Good Times from a Good Place” roadmap.

The strategy rests on four key pillars: Nurturing Terroir –

Promoting sustainable agriculture and preserving local resources; Valuing People

– Fostering inclusivity, well-being, and respect for human rights; Circular Making

– Reducing environmental impact through sustainable production and consumption; Responsible Hosting

– Encouraging moderation and promoting responsible drinking habits.

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, we collected over 7,000 bottles off the streets,” said Evane Chenuet, Marketing Director of Pernod Ricard Nigeria.

“This not only removes materials that could be reused for fake products, but it also creates an income source for members of the public.”

Celebrating Connection Through Iconic Brands

Likewise, Chenuet emphasized the essence of Pernod Ricard’s portfolio of premium brands, noting that each label is designed to bring people together.

“Jameson grew up with its Nigerian family the family of creatives.

They’re real, down-to-earth, and social,” she said. “

Jameson is all about social connection. If you go to a Jameson event, it’s not people glued to their phones it’s people talking, engaging.

From Jameson Original to Black Barrel, it’s all about meaningful connection.”

She described Pernod Ricard as a brand steeped in heritage but future-facing in spirit.

“Since its founding in 1975 through the merger of Pernod and Ricard, the company has grown through innovation and strategic acquisitions.

Today, we’re at the intersection of tradition and modernity.”

Chenuet also spotlighted Chivas, describing it as a symbol of collective success.

While It is backed by a recent partnership with Arsenal Football Club and the launch of an increased bottle size under the motto ‘I Arise, We Arise.’

The brand is redefining what success looks like in today’s world.

Finally, Inverroche Gin, another standout in the portfolio, comes from South Africa and is available in three expressions: Gin Verdant, Gin Amber, and Gin Classic. Bode Omosagba, Head of Operations, emphasised that 99 per cent of materials used in local production is sourced within Nigeria, reflecting Pernod Ricard’s environmental responsiveness and economic inclusiveness.

He added that employee wellness programmes are a core part of the company’s internal culture.

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