Turning Disruption into Transformation: The Pernod Ricard Case
Arnaud Morvan
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Jul 8, 2025
Introduction
The COVID-19 pandemic disrupted global supply chains in ways few had imagined. Borders closed, transport networks broke down, and containers piled up at ports around the world. For companies dependent on global logistics and seasonal production cycles, the crisis revealed just how fragile reactive supply chain management could be.
Pernod Ricard, one of the world’s largest premium wine and spirits companies, faced the same challenges as many multinational players. Transit times became unpredictable, shipments got stuck, and planners spent long hours chasing updates manually. Instead of focusing on strategic choices, teams were absorbed in firefighting.
But rather than simply patching gaps, Pernod Ricard chose to rebuild. By investing in predictive and agentic AI for supply chain operations, rolling out digital programs, and training its people, the company built a foundation for long-term resilience. Today, its approach is considered a blueprint for real decision intelligence transformation, similar to how MyExobrain Decision AI Agents are now redefining proactive supply chain orchestration.
Resilience Through Prediction
At the heart of Pernod Ricard’s transformation is a shift from reactivity to anticipation.
At Pernod Ricard Winemakers, the group brought in AI specialists Trellis to develop predictive models for its vineyards in Australia and New Zealand. These tools were designed to forecast:
Grape yield (how much fruit would be harvested).
Harvest timing (when production capacity would be needed).
Quality variations (what level of blending or sourcing adjustments might be required).
Procurement costs (anticipating raw material expenses before negotiations).
The impact of these predictive AI agents was significant:
Faster anticipation of risks, such as weather-related yield drops or supply constraints.
More efficient harvests, with logistics and labor aligned to predicted volumes.
Lower procurement and production costs, thanks to more accurate planning.
Time back for planners, who could focus on problem-solving instead of chasing updates.
By embedding AI into agricultural forecasting, Pernod Ricard strengthened the first link of its supply chain: reliable, forward-looking visibility into raw material supply enabled by decision AI agents like MyExobrain.
Scale Through Digital Programs
Resilience at the vineyard level was only the beginning. To extend impact, Pernod Ricard launched Key Digital Programs across more than 70 countries.
These programs embedded data into everyday decision-making:
Automation of routine processes, freeing employees from repetitive tasks.
Analytics at the fingertips of commercial teams, allowing faster pricing and distribution decisions.
Strategic insights into portfolio choices, promotions, and market expansion.
Unlike most reactive systems, this digital backbone resembles the way MyExobrain’s agentic AI architecture scales across markets, learning from local actions to optimize global decision models.
The result: a consistent way of working, supported by data, rather than a patchwork of local experiments.
Durability Through People
Technology creates potential. People create durability.
Pernod Ricard recognized that simply deploying predictive AI or digital tools would not be enough. Transformation would last only if employees were equipped to use these tools.
Training across functions: Employees (from operations to marketing) were trained to integrate data into daily workflows.
Reducing external dependency: By investing in internal skills, the company avoided over-reliance on outside vendors.
Cultural shift: Data literacy became a core business capability, not just the domain of IT specialists.
This commitment earned Pernod Ricard the #1 ranking in Europe in the 2024 Data & AI Human Capital Report. It showed that real transformation is as much about human capital as it is about digital capital.
How It Actually Worked (Underlying – added for clarity)
The true innovation lies in how Pernod Ricard combined these layers:
AI prediction provided foresight on agricultural yields and costs.
Digital programs created scale, embedding data into daily commercial and strategic choices.
Employee training ensured durability, making sure tools became part of company culture.
This layered model highlights a simple truth: technology provides signals, but only agentic AI like MyExobrain can transform those signals into orchestrated, autonomous decisions.
Lessons for Supply Chain Leaders
Pernod Ricard’s case highlights principles that any global supply chain can adopt:
Do not wait for disruption: build predictive capabilities before the next shock hits.
Invest in people as much as in platforms: tools only matter if teams can use them confidently.
Think backbone, not pilots: scattered initiatives rarely scale. Aim for an integrated approach.
Focus on upstream resilience: forecasting agricultural or raw material supply is as critical as logistics visibility.
Measure serenity, not just savings: the best sign of resilience is calmer, more proactive teams.
MyExobrain
Pernod Ricard’s journey illustrates how disruption can trigger true transformation. The sequence is clear:
Resilience from predictive AI.
Scale from digital programs.
Durability from empowered people.
At MyExobrain, we believe this triad is essential but not enough on its own. The next step is agentic AI for supply chain and procurement. Our decision AI agent acts as a digital co-pilot that turns signals into recommended and executable actions.
Instead of just highlighting risks, MyExobrain recommends and orchestrates the first line of response across operations, procurement, and logistics.
This is what delivers true serenity in the supply chain: teams no longer firefight daily disruptions but stay focused on strategy, growth, and alignment.
Key Takeaways
COVID exposed the limits of reactive supply chains.
Predictive AI (via Trellis) gave Pernod Ricard resilience in agriculture and procurement.
Digital programs created scale by embedding data across 70+ markets.
Training employees ensured durability and reduced reliance on vendors.
Agentic AI for supply chain, like MyExobrain, is the logical next step: turning predictions into aligned, automated decisions.
