Pernod Ricard Group views China as its top strategic global market and is navigating short-term challenges while capturing long-term growth opportunities through diversified strategies. Despite weaker performance of its core cognac brand Martell due to consumer market headwinds, the Group has achieved growth by expanding its whiskey portfolio, tapping into premium ready-to-drink channels, and enhancing digital marketing. The locally developed Chinese whiskey brand Die Chuan has become a strategic priority. Combining Chinese terroir with international craftsmanship, it has built a premium brand image through its experiential distillery and has initiated an expansion plan into the Asia-Pacific duty-free market.

Simultaneously, the Group is driving organizational transformation under its "Fit for Future" initiative, aiming to reduce costs by €10 billion by 2029. Key reforms include having the China market report directly to headquarters to improve decision-making efficiency, and restructuring brands into two main units: Gold (aged spirits) and Crystal (white spirits). These changes aim to enhance operational agility by simplifying structures, strengthening discipline, and empowering employees. Furthermore, innovative moves—such as a crossover collaboration with Genki Forest to launch a healthier sparkling alcoholic beverage and increased investment in the bar channel—demonstrate its commitment and adaptability to deepening its presence in the Chinese market.

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