Actus des entreprises

Interview of Predrag Amidzic, Head of Pernod Ricard Bulgaria: "Moderation at a time of extremes"

Mr Amidzic,

You are the representative of the Pernod Ricard Group as the CEO of Balkans and Head of Pernod Ricard Bulgaria. Last year the Bulgarian company celebrated its 25th anniversary, and the Group celebrated its 50th anniversary. You already have not a few years of experience to share.

Tell us in this rapidly changing, and unfortunately turbulent world, how does the Group find the right path and move forward?

Indeed, changes in the world are visible everywhere – in nature, in the economy and politics, in people and their lives. We witness all kinds of trends – some more permanent, others – fleeting. As a global producer, exporter and distributor of spirits and wine, we strive to understand them and be flexible. Our task is difficult, as maintaining a wide portfolio of beverages requires not only being insightful, but also sustainable, informing our consumers and together building CONVIVIALITE – shared moments together.

What changes do you notice in consumer behaviour towards the use of alcoholic beverages?

In recent years, there has been a clear trend of decreasing alcohol consumption. It is noticeable among young people – mainly among GenZ, but also among millennials. They are changing their daily lives, striving for a healthier and more environmentally friendly life, for individuality. There is a preference for premium drinks, as well as for the so-called light drinks – with fruity flavours and low or no alcohol content, and for those ready to consume. We are meeting expectations by expanding our portfolio. But it is important for me to emphasize that we are also updating our messages and educational programs aimed at combating excessive alcohol consumption, providing more information to consumers and appealing for moderation.

In this time of extremes, what is the place of the moderation you speak of?

Our social responsibility initiatives, such as DRINK MORE WATER, which we have presented to the public and to you, do not appeal to stopping alcohol consumption. On the contrary, we believe there is no CONVIVIALITY IN EXCESS, we believe that the party can continue, we can have fun together and preserve the memories by consuming moderately, by drinking water with every drink, by being responsible hosts. Moderation is key for us, avoiding excessive alcohol consumption (binge drinking, excessive drinking) would allow us to experience the joyful moments. Balance is important – our “rules” for responsible consumption say that moderation is not only about consuming moderately, but also about combining consumption with food, drinking more water, and setting an example for others. For us, moderation is about being free to live and make choices without being limited; not so much about improving momentary behaviour as about living balanced life, without extremes; It's not about counting alcohol units, but about consuming responsibly and enjoying yourself. For us, MODERATION and CONVIVIALITY go hand in hand.

What is the Group doing to get these messages to the audience?

We hardly have enough time to tell you in detail about our efforts in this direction. I will dwell on the main points of our work in this direction.

Speaking of balance and moderation, we firmly uphold and promote our principles of responsible consumption: we have zero tolerance for drink driving; we work against underage drinking and extremes in alcohol consumption; we provide consumers with information about the content of drinks and the harms of alcohol through an electronic label on each bottle (e-label); we develop our portfolio to encourage consumers to be flexible - to be able to alternate alcoholic and exclusive drinks with low- and non-alcoholic ones. And, last but not least, we focus on a safe working environment – as ambassadors of our brands, we all adhere to strict internal rules and undergo training on responsible consumption. Along with consumers and employees, we work with the industry and bartenders – we have the SIP (BAR WORLD OF TOMORROW) platform for a sustainable and responsible approach to work.

How would you close our conversation about moderation?

Our 19,000+ employees are the first ambassadors of the message of responsible consumption and moderation. Young people are our main supporters. Become part of our efforts to show by example that MODERATION and CONVIVIALITY go hand in hand.