‘Innovation can’t do everything – you need to choose’ – Pernod Ricard’s global innovation director, Mathieu Deslandes, speaks to Global Drinks Intel

A lot has changed at Pernod Ricard since Mathieu Deslandes joined the brand owner in the 1990s. The biggest change to impact the group's global innovation director directly was 2023's structural redraw away from its historical regional approach. Speaking to Global Drinks Intel editor Olly Wehring last month, Deslandes explains how the new strategy works.You started in your current position in late 2023.I've been with Pernod Ricard for more than 30 years – I've only ever worked for Pernod Ricard! In the past, we had three innovation hubs; one for Asia, another for Europe and one for the Ameri