Embracing Craft at Scale: How Pernod Ricard Balances Heritage, Innovation and Global Reach - Ginposium 2025
Murielle Dessenis
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Pernod Ricard
Presented by Murielle Dessenis – Global Vice President of Marketing Gins at Pernod Ricard
Murielle explores how a global spirits leader can adopt a craft-driven approach while managing a diverse portfolio of gin brands, including Beefeater, Malfy, Plymouth, Monkey 47 and KI-NO-BI.
By placing brand distinctiveness, heritage and personality at the core, Pernod Ricard demonstrates that craft and scalability can go hand in hand. Murielle shares insights into the company’s consumer-first philosophy, which prioritises social connection, experiential value and digital-first strategies.
She also highlights Pernod Ricard’s commitment to sustainable and innovative production, ensuring excellence across the gin category. In addition, Murielle will examine the role of geographic and route-to-market management, illustrating how Pernod Ricard’s strategies are tailored to the maturity of different markets while keeping the consumer at the centre.
With five unique gin brands in its portfolio, Pernod Ricard champions both shared values and individual strengths, proving that craft is not about size—it’s about quality, exploration and reimagining traditional paradigms.
This talk will inspire brands to balance global scale with local authenticity, staying true to the heart of their identity.
About Murielle
Murielle is a distinguished marketing executive with extensive experience in the global spirits industry.
As the Global Vice President of Marketing Gins at Pernod Ricard, she oversees the strategic direction and promotional activities for renowned gin brands, including Beefeater, Plymouth, Malfy, and Monkey 47. Her leadership has been instrumental in expanding the global presence of these brands across over 100 countries.
Murielle is also a valued member of The Gin Guild, where she contributes her expertise to promote excellence within the gin industry. Her dedication and passion for gin have earned her respect and admiration from colleagues and industry peers worldwide.
The views and opinions expressed in this presentation are those of the individual contributors and do not necessarily reflect the views or position of The Gin Guild.
Presentations are provided for general information and were accurate to the best of the speakers’ knowledge at the time of recording. The Gin Guild does not accept responsibility for any errors, omissions or inaccuracies, nor for any actions taken in reliance on the information provided.