Pernod Ricard’s core business is inextricably linked to biodiversity. The brand sources over 100 ingredients from over 380,000 hectares of land across 60 countries. You have developed what you call “Sustainable Agriculture Key Principles”. What do they encompass and how are they implemented?

Our products are made entirely from natural raw materials, which means our brands are deeply dependent on healthy ecosystems. That’s the reason why we launched our “Nurturing Terroir” strategy—to ensure the long-term sustainability and resilience of our sourcing while protecting both environmental and social dimensions. Our Sustainable Agriculture Key Principles follow a holistic, systemic approach and include:

Understanding terroir-level risks (a terroir is the specific location where a raw material is sourced).
Risk mapping: We evaluate about 20 risks—half environmental (e.g., deforestation, soil and water pollution, climate vulnerability) and half social (e.g., human rights, working conditions). This helps us identify pressure points and guide mitigation efforts.
Promoting positive outcomes: Beyond reducing harm, we aim to regenerate ecosystems. We focus on selected terroirs where we can implement regenerative agriculture practices most effectively.
This approach reflects a classic sustainable sourcing model - traceability, risk assessment, mitigation, and regeneration - but applied with a deep understanding of local contexts.

**One of the pillars of your Sustainability & Responsibility roadmap to 2030 is called “Nurturing Terroir”. Tell us about the sustainable terroirs approach at Pernod Ricard.**

In essence, our "Nurturing Terroir" strategy is built on three pillars:

Identifying pressure and vulnerability at the terroir level
Mitigating risks through targeted actions
Regenerating ecosystems to build long-term resilience

What will be the brand’s priorities in terms of responsible sourcing in the coming years, and how will UEBT help you meet those?

Our priority at Pernod Ricard is to continue the work we began in 2019—ensuring we do no harm to ecosystems while striving for positive impact. Regulatory compliance is our baseline, but we go further by addressing residual risks, especially in light of evolving regulations like those on deforestation. We want to maintain a global, systemic view rather than focusing on isolated issues. Our goal is to address all risks comprehensively.

With UEBT, we’ve started impact-focused programmes around key botanicals like orange, licorice, and coffee. These initiatives, often in partnership with local NGOs, address both environmental and social challenges—such as access to water and education. UEBT brings valuable insights, networks, and practical pathways that inspire and guide our work. We aim to expand these collaborations in the coming years.

Cover crops in a vineyard in Champagne © Pernod Ricard

Pernod Ricard is mapping the origins of all raw materials they use to increase traceability but also to identify risks. Are there particular crops or regions where you see the most urgent need for biodiversity protection? How are you addressing those concerns?

Because we take a systemic approach, we don’t single out specific crops or regions. Any stress—whether on soil, water, or social conditions—can impact biodiversity. And nearly all our priority terroirs face some form of stress. But overall, biodiversity is at stake everywhere, and our strategy reflects that reality.

Pernod Ricard is developing with farmers and partners regenerative agricultural practices. Can you give us a concrete example of regenerative agriculture technique you are implementing?

Regenerative agriculture for us is more about resilience than just individual practices.

With our knowledge of terroirs, we can select specific practices among our regenerative agriculture framework to answer specific challenges. Take cover cropping: In Cognac, France, we use cover crops in vineyards to protect soil health and reduce water stress. This involves sowing at the right time and terminating the cover before it competes with the vines. It’s a very technical process, and we’ve been running trials for five years to determine the best crop mixes and timing.

We don’t apply this everywhere—for instance, it’s not feasible in Scotland due to wet autumns. In other regions, we explore crop rotation, diversification, or agroforestry, such as using trees to provide shade for grapevines.

Regenerative agriculture is not about one-size-fits-all techniques—it’s tailored made for each location and context.

How does Pernod Ricard contribute to improving the livelihoods of local farmers and communities they work with?

We support local communities in several ways, always adapting to the local context. Having our feet on the ground—either directly or through local NGOs—is essential to understanding cultural and economic realities. For example, our approach in Veracruz, Mexico, with smallholder farmers is very different from how we operate in the French ‘cereal regions’.

In some areas, we support local NGOs or training centers to share knowledge and best practices using local expertise. We fund demonstration farms, provide access to specialized machinery, and support technical advisors.

In more developed supply chains, we offer direct financial support through long-term contracts, guaranteed minimum volumes, and premiums. In some cases, we even facilitate access to financing, working with banks to help farmers secure favorable loans for equipment.

Our goal is to create sustainable, long-term partnerships that benefit both the land and the people who depend on it.

Pernod Ricard has the ambition to be a leader in sustainability in the Wine & Spirits industry. How do you drive change and pave the way for others?

We lead by walking the talk—prioritising action over words. Our approach is to build knowledge, implement solutions and gather feedback. This ensures that everything is grounded in real-world experience and measurable results.

Rather than diving into large-scale implementation, we’ve chosen a step-by-step approach. For instance, we didn’t roll out regenerative agriculture everywhere at once. Instead, we’ve prioritised learning and tailoring our actions to the specific needs of each terroir.

We also believe that taking the time to do things properly is essential. Sustainability isn’t a trend for us—it’s deeply embedded in our company. Even in today’s challenging market environment, our commitment remains unwavering.

We’ve made sourcing and regenerative agriculture strategic priorities, because they are directly tied to the long-term resilience of our business—helping us adapt to climate change and respond to local environmental and social challenges.

By staying consistent and committed, we believe we’re not only advancing our own sustainability goals but also setting a strong example for the industry—through action, not just words.

Morgane Yvergniaux, Climate and Nature Director, Pernod Ricard