Last spring, Pernod-Ricard announced the acquisition of a majority stake in Château Sainte-Marguerite, in Provence. Group Chairman Alexandre Ricard talks to us about the group’s projects, brands and wines.
Photo by Mathieu Garçon
At the time, Patrick Ricard said that, given the administrative and regulatory constraints of the French wine industry, he did not wish to invest in this sector. That was more than twenty years ago. What has changed since then?
I can’t remember exactly what he said, but it was he who initiated our presence in Champagne, with Mumm and Perrier-Jouët. Champagne is still a wine. The reason I say this is that, from a marketing point of view, the Côtes-de-Provence rosé is much closer to a Champagne than a classic still French wine. Just look at the terraces of the bars