Feature 7. Alcoholic Beverages
In the pursuit of elevating the positioning of Martell, I
believe our primary consideration should be our target
audience. What are the consumption preferences of
our consumers? What level of products are they will
ing or hoping to purchase? Simultaneously, we aim to
provide consumers with greater cost-effective value
for their preferences, meaning that at this price point,
we can deliver exceptional quality
César Giron, President and CEO of Martell Mumm
Perrier-Jouët (MMPJ), the prestige champagne and
cognac business of Pernod Ricard
