We are completely focused on recognizing the talent, people and brands development, which is a simple recipe for long-term success
Responsible business is Pernod Ricard’s imperative, as a leader in the distribution of imported spirits and wines. In an interview for Diplomacy& Commerce, Vladimir Pavlović, Pernod Ricard’s Director for Serbia and Montenegro, talks about the company becoming a leader in its segment and the campaigns it conducts.
Pernod Ricard Serbia has been operating in our country for 25 years. What contributed to the company becoming a market leader?
Pernod Ricard is one of the first multinational companies to open its affiliate in Serbia, during the most difficult times for doing business in this region. Courage and vision are something our employees are known for to this day. Until today, we remain the only manufacturer in this segment that is present on the Serbian market and we are committed to recognizing the talent and development of people and brands as a simple recipe for longterm success.
Along with human resources, which are the key to our leadership, our comprehensive portfolio of global brands is such that the leadership position is implied in all categories of premium spirits, such as Scotch and Irish whiskey, vodka, gin, tequila, and rum. Chivas, Ballantine’s and Jameson whiskeys, Absolut vodka, Beefeater gin, Olmeca tequila, Havana Club rum, Martell cognac, as well as exceptional brands in the prestige and super-premium segment, are a guarantee of the highest quality we offer to our consumers.
“With our latest international digital campaign called “Drink More…Water”, we believe that we have made an additional step in the right direction”
Of course, we should not forget our customers and long-term partners in various sales channels, who have been successfully developing their business for decades in cooperation with our company, and they, in turn, are an integral part of all our results and achievements. Creating new trends, quickly adapting to new circumstances and above all, long-term planning and achieving strategic goals are key factors that will further boost our leadership position in the future.
Pernod Ricard is the world number two in the spirits and wine segment. What does your company do in practice to combat alcohol abuse?
Pernod Ricard is perpetually committed to promoting responsible alcohol consumption. With our latest international digital campaign called “Drink More…Water”, we believe that we have made an additional step in the right direction. The campaign is adapted to Generation Z and addresses them in their language. Using very authentic scenes and pulsating music, the campaign shows the extent to which alcohol abuse can lead to dangerous situations. The appeal to drink more water is based on the scientific fact that water consumption helps limit risky behaviour associated with excessive alcohol intake.
Which of the company’s activities or projects would you like to single out in terms of responsible business?
One of the initiatives we are especially proud of is our support for the Battle for Maternity Wards campaign, launched by the B92 Fund, whereby our employees take part in the Belgrade Marathon, which symbolically activates the donation to the Fund. In the last five years, we have helped the Narodni Front Maternity Hospital, as well as maternity hospitals in Čačak, Arandjelovac, Subotica and Jagodina by donating medical equipment under this initiative. We used this opportunity to raise public awareness that pregnant women should not consume alcohol, which is also communicated by a special symbol on each bottle of Pernod Ricard products. This initiative is also an occasion for our employees to socialize and have fun. Before the outbreak of the pandemic, our colleagues from different countries regularly supported this noble campaign through their participation.
A new Law on the Excise Duty on Alcoholic Beverages has recently entered into force. How does this affect your business?
The new law prescribes that the amount of excise duty should be calculated in line with the percentage of pure alcohol in the product, which ensures an even playing field for all market participants. Compared to the previous period, this practically means a lower excise tax for most of our products. On the same day when the Law came into force, we harmonized our market prices with the reduced excise duties and thus made our brands more accessible to customers and consumers. We did face some disbelief and confusion on the market after announcing price reductions, probably because companies have a habit of using such moments to increase their profits. I believe that in this way we have shown in practice what social responsibility means and justified our leadership position.