Pernod Ricard has expanded its SIP Supernova on-premise advocacy programme to 14 markets, adding five countries and introducing a global “Wild Card” entry.
The initiative forms part of the brand owner’s broader SIP (Share. Inspire. Pioneer.) platform, which focuses on developing early-career hospitality professionals. Targeting workers with under six years’ industry experience, SIP Supernova combines local competitions with a mentorship scheme led by established on-premise figures, including Juliette Larrouy (SCHMUCK in New York), Keith Motsi (Virtù in Tokyo), Jean Trinh (Alquímico in Cartagena) and Danil Nevsky.
Participants will use a portfolio of Pernod Ricard brands, such as Código 1530, Ki No Bi, Altos, Havana Club, Absolut, Jameson and Monkey 47, to create entries around the theme of ‘Sensory Architecture’. The ‘Wild Card’ addition will also allow hospitality professionals from outside the 14 territories to participate.
Local winners will compete at the global final in Tokyo in May next year, with three participants winning an international internship programme that will include visits to Pernod Ricard production sites.
Earlier this month, the Paris-headquartered company carried its negative performance in fiscal 2025 into the current financial year, with a worryingly weak showing in Q1.
