‘We maybe over limited ourselves’: Pernod Ricard on its changing face of luxury

The luxury industry has seen significant changes over the last decade, leaping to heady heights and spiralling to worrying lows, and for drinks giant Pernod Ricard this has meant reshaping its luxury “mindset” and making its elite portfolio more accessible to consumers after admitting it was chasing too narrow a demographic.
Comprising eight brands – Royal Salute 21, Martell Cordon Bleu, Perrier-Jouët Belle Epoque, Absolut Elyx, Ballantine's 30, The Glenlivet 18, Chivas Re