Pernod Ricard Portugal's supply chain during global disruptions

Luís Maria Castelo de Almeida do Souto Barreiros (Student)

Student thesis: Master's Thesis

Abstract

Over the past few years, supply chains of several organizations all across the world, including Pernod Ricard Portugal, have been significantly impacted by two major external disruptions, the COVID-19 pandemic and the War in Ukraine. These disruptions significantly impacted the companies' operations and supply chain, and created a massive consumer behavior uncertainty, requiring them to adapt their strategies to remain competitive. This thesis analyzes how Pernod Ricard Portugal, a key player in the Portuguese market of wines and spirits, responded to these crises by leveraging dynamic capabilities, strategic foresight, and innovation to ensure resilience and sustained performance. The study adopts a qualitative research methodology, drawing from interviews with company leaders, official reports, and market data. This case explores Pernod Ricard’s strategies to mitigate disruptions, optimize operations, and adapt to changing consumer behaviors. The findings reveal that Pernod Ricard Portugal employed measures such as supplier mapping, inventory optimization, sustainable procurement, and innovation in packaging to reduce costs and improve supply chain adaptability. Additionally, the company capitalized on emerging trends, to maintain its competitive advantage. This case study provides valuable insights for supply chain management and strategic planning, offering practical lessons on managing volatility and fostering innovation in uncertain environments. It serves as a teaching resource for understanding resilience in global supply chains and the role of adaptability in navigating crises.