Business Strategy and Outlook| Philip Gorham |
Pernod Ricard, formed in 1975 through the merger of two French aniseed liqueur makers by the same names, has established itself as the world's number-two distiller through a series of acquisitions. Although the industry is fairly concentrated (we estimate a four-firm concentration ratio of 0.6, above many other fast-moving consumer goods categories, including the global brewing industry at 0.5), we believe there is more consolidation to come. Outside of the top five firms, the industry is highly fragmented, with local players often dominating in niche product categories or narrowly defined geographies. These firms present a new wave of merger opportunities for the industry consolidators--including Pernod--to strengthen their presence in emerging markets.