Pernod Ricard: Introducing the Roadmap to 2030 in Vietnam

For a global wines and spirits leader, sustainability and responsibility are the terms on which the industry keeps its licence to operate, and Pernod Ricard's Roadmap to 2030 sets out the group's commitments for the decade. In Vietnam those commitments were largely unknown to media, and the company's Managing Director for Vietnam and Cambodia, Olivier Fages, had yet to meet the press.

The task was to introduce both the roadmap and the leader in a way that positioned Pernod Ricard as a responsible company with a long-term view of the Vietnamese market, rather than simply a brand owner.

Ruder Finn Era's Vietnam team chose a group interview format over a press conference: a smaller room, a longer conversation and the kind of access that business and lifestyle editors value. Fourteen top publications across mainstream, business and lifestyle media were invited to an hour-long session with Pernod Ricard Vietnam's representatives.

The session was structured so the Managing Director could move from the overall vision to the detail of specific initiatives and objectives for Vietnam and Cambodia, giving each outlet a distinct angle while keeping the core message consistent: the company's commitment and effort to remain sustainable and responsible in the way it grows.