{"id":36872,"date":"2020-04-28T11:18:56","date_gmt":"2020-04-28T14:18:56","guid":{"rendered":"https:\/\/www.lifestylemag.com\/?p=36872"},"modified":"2026-05-07T16:06:02","modified_gmt":"2026-05-07T16:06:02","slug":"raphael-vidigal","status":"publish","type":"post","link":"https:\/\/lifestylemag.com\/en\/raphael-vidigal\/","title":{"rendered":"Raphael Vidigal"},"content":{"rendered":"\n
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Pernod Ricard is a company focused and specialized in the production of wine and various other alcoholic beverages. As the second largest alcoholic beverages group in the world, second only to Diageo, it stands out not only for owning some of the biggest names in the world of drinks, but also for employing professionals of the highest calibre.<\/p>\n<\/div>\n\n\n\n

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Today we have the opportunity to speak with one of these great professionals: Raphael Vidigal, Head of Prestige Brands at Pernod-Ricard Brazil.

How about learning a bit more about the brand from him, who leads the most prestigious labels at Pernod-Ricard, as well as finding out how this Brazilian reached such an important position in this French multinational.<\/p><\/blockquote><\/figure>\n\n\n\n

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LM: <\/strong>Pernod Ricard is a global leader in the premium beverage segment. Combining various strategies, the brand is recognized for adding value to its products through experiences and close relationships with high-net-worth clients. But that\u2019s just the market description. How would you define Pernod Ricard\u2019s product?<\/em>
R:<\/strong> I describe Pernod-Ricard as a creator of togetherness; we create or acquire products with an eye on their purpose for the various moments or consumption needs of our customers or potential customers. All this without losing our main focus: ensuring impeccable quality, which demonstrates our resilience over the years and our leadership in the global super-premium market.

Bringing these two parts together, we create experiences to showcase to the consumer, often in a sophisticated way, the versatility of our vast portfolio at moments that will forever inscribe in their memories the pleasures and details of each of our brands.


LM: <\/em><\/strong>Pernod Ricard has been nationally and globally praised for measures to reduce carbon emissions as well as waste production, all while maintaining brand growth rates and ensuring the company\u2019s profitability. What other initiatives are on the company\u2019s radar? You, as Head of Prestige Brands, do you intend to focus your efforts toward any specific goals?<\/em>
R: <\/strong>Certainly, this is one of the mantras for the world of the future, in which we want not only Pernod-Ricard but all of humanity to continue enjoying moments of togetherness in a cleaner world. As subsidiaries, we have an important role in conveying these initiatives and ensuring future sustainability not only in our beverage production but also in how we communicate and how materials are produced locally. We have a strong mission to reduce as much as possible the production of materials harmful to nature\u2014such as plastic glasses, for example, which are gradually being replaced by bio-cups. Our communication platforms are fully digitized, avoiding paper prints, whether for business cards or contract signatures. We\u2019ve implemented a 100% digital purchasing model to further reduce paper waste in daily transactions, and even smaller initiatives like eliminating plastic cups in our facilities, among others.
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LM:<\/strong> We know it\u2019s hard to choose a single favorite from a list of beloved things, whether our favorite songs, dishes, or drink labels. Even though it\u2019s a tough task, we\u2019d like to ask: what is your favorite label among Pernod Ricard items?
<\/em>R: <\/em><\/strong>That\u2019s a good question! I truly believe in leisure moments\u2014I can\u2019t say I have a single favorite product; it depends on the moment. For example, when I\u2019m celebrating with friends and business partners at home, I love to share that moment with a fine whisky like Royal Salute. However, if I\u2019m at a sophisticated restaurant dinner, I prefer to pair it with a Perrier-Jou\u00ebt champagne, and if I\u2019m at a party, I tend to enjoy a Monkey 47 with tonic. It all depends on the moment of the day, as the brands are very interesting. But I must say I\u2019m particularly fond of the Martell Cognac labels in our portfolio. <\/p>\n\n\n\n

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LM: <\/strong>Raphael, can you tell us a bit about your journey to the role you hold today? What have been the main highlights of your career so far that have marked you and shaped the professional you are today?
<\/em>R:<\/strong> Since the start of my professional career, I\u2019ve always worked in the beverage and luxury markets. I believe my standout contributions have been bringing to the companies I\u2019ve worked for a perspective gained from being out there, spotting market opportunities. Another highlight has been my resilience and belief in business success. 

When I was younger, I had the opportunity to accelerate small brands that today perform very well in the local and global markets\u2014such as Dom P\u00e9rignon champagne and Belvedere Vodka. Thanks to the success we achieved, I was invited to be a Board Member with a permanent seat in the brand\u2019s global decisions, and I also worked as a marketing manager at LVMH with other products. 

At that time, I saw a big opportunity in the gin category, which was still very small and just starting to gain attention in the country. About seven years ago, I observed that even if it was small in 2016, the exponential growth trend meant that the gin market would be as important as, or even larger than, vodka. At the end of 2018, I was invited by Thibault Cuny\u2014today CEO of PR India and Emirates\u2014to develop business development for Pernod Ricard Brazil\u2019s luxury beverages market in order to accelerate a broad portfolio that included gin and other captivating brands. I didn\u2019t hesitate to make the change. 

Under my management\u2014and that of my dedicated team, handling 12 brands across sales, marketing, and digital initiatives\u2014this year we will deliver an 800% increase in revenue compared to when I first took over management of the brands, with an average margin efficiency of 59% and revenues exceeding 80 million reais. <\/p>\n\n\n\n

“I\u2019m happy to look back and see all the growth we\u2019ve achieved with so much grit, perseverance, and a focus on innovation. Efficiency initiatives with our distributors, contracts with our partners, and strong relationships\u2014as well as our digital acceleration\u2014have guided us to overall success in the area.”<\/p><\/blockquote><\/figure>\n<\/div>\n\n\n\n

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LM: <\/strong>Stepping a bit away from the core of work, tell us what keeps you grounded\u2014what does Raphael Vidigal do for Raphael Vidigal?
<\/em>R: <\/strong>I love being with people, especially friends and leaders who have a story to tell. I\u2019m very observant and enjoy learning from these success references throughout my week. I\u2019m deeply grateful for my friendships and my family. My wife and I like to travel on weekends, whether to the beach or her farm in the countryside. I consider myself a \u201cliquid being,\u201d as Bauman said\u2014I adapt like water to different moments: our gym classes, seaside runs, bike trails, rock concerts (I\u2019m passionate about music), visits to museums and art exhibitions, harmonized dinners, and even time to savor a good drink accompanied by a fine cigar.<\/p>\n\n\n\n

“In short, I\u2019m a hyperactive man whose restlessness and desire to learn a bit of everything gives me the joy of living.”<\/p><\/blockquote><\/figure>\n\n\n\n

LM: <\/strong>To make a day productive, light, and end it on a positive note, what\u2019s your checklist? Meditate, exercise, hold meetings? What ensures you\u2019re in your best state to produce?
<\/em>R: <\/strong>I like to split my time into two slots: mornings to respond to emails and afternoons for business meetings. However, something that has been helping me focus is returning to sports. Since childhood I\u2019ve loved sports\u2014I was South American vice champion in swimming when I was very young. Today, cycling and spinning classes help me clear my head from a busy life. I also enjoy reading about various sectors\u2014tech, agribusiness, fashion, even automotive\u2014staying informed about a bit of everything, especially the best practices I can draw inspiration from for my business.


LM: <\/strong>We can\u2019t lie: we looked you up online before this interview, and something caught our attention\u2014you\u2019re quite low profile, aren\u2019t you? Is that intentional? To keep your personal life more private? <\/em>
R: <\/strong>I\u2019d say I\u2019m low profile on social media; I don\u2019t like exposing my private life or my wife\u2019s for security reasons. However, offline, I\u2019m fairly well-known. Even though I have a growing focus on digital initiatives, I really enjoy being with people in person. (laughs)


LM: <\/strong>Metaverse, e-Commerce, NFTs\u2014dozens of terms have popped up in our world lately. How do you feel about this ever-increasing virtualization of the world and the transformation of the material into the intangible?<\/em>
R: <\/strong>Early on, I bet on this irreversible path for commerce and the future of interpersonal relationships. Since 2019, supporting our closed virtual community project\u2014now renamed Le Cercle\u2014we\u2019ve seen triple-digit growth and a powerful average ticket per client, along with product launches that were 100% virtual, such as our Aberlour whisky with Amazon, which, without even setting foot in Brazil, took 1st place in whisky sales for a week on the site and 1st place in beverages and spirits. I love bringing physical experiences to the digital realm, like hosting talks by strong industry names\u2014such as Sandy Hyslop, master blender for Royal Salute, Chivas, and The Glenlivet\u2014for our local audience, as well as exponentially selling physical experiences on our platforms and amplifying knowledge and education digitally.

Today, I\u2019m studying the NFT universe extensively; Pernod Ricard launched its first distilled spirit bottle in this format\u2014a limited-edition Royal Salute by designer Richard Quinn\u2014along with exploring product sales via cryptocurrency purchases. It\u2019s an irreversible future we\u2019re studying closely.

Regarding the Metaverse, which excites us greatly, we\u2019re exploring ways to move into this new universe ethically and within the law. Our industry must be very careful and thoroughly ethical to avoid reaching those legally unfit to consume our products. This is work still in progress for the future, so we can protect underage audiences from mass communication within this new reality.<\/p>\n\n\n\n

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LM: <\/strong>Is there any personal or professional project you\u2019re particularly excited about? If so, tell us a bit more.
<\/em>R: <\/strong>For now, I\u2019m focused on internal projects with a future growth vision that take up much of my time. We have two highly anticipated launches in Brazil that I\u2019m excited to finalize: one is Royal Salute with Richard Quinn, and the other is the launch of Perrier-Jou\u00ebt Blanc de Blanc Non-Vintage, coming to Latin America for the first time. Meanwhile, I\u2019ve been helping my family with their personal projects in construction and agribusiness.


LM: <\/strong>Finally, if you could give some advice to young people starting their careers in business today, what would you say to these new professionals?
<\/em>R: <\/strong>Well, who am I to give business advice? But I believe it would be a combination of competence, proactivity, vision, and a bit of luck to go further. I suggest studying your segment thoroughly and learning how to build brands, services, and\/or products with future solidity. Always stay updated on new market practices, taxes, and efficient management models. Consider how to generate value and sustainable growth by setting time-bound goals, and, most importantly, how new technologies can help improve processes and increase market penetration and awareness of your business.<\/p>\n\n\n\n

“Have your foundations and business partners\u2014 you won\u2019t grow alone. Maybe you can, but the path will be much harder.”<\/p><\/blockquote><\/figure>\n\n\n\n

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Amazing answers from an undeniably unique professional. They certainly leave us very curious about what\u2019s ahead, not only for Pernod Ricard but also for the national and international market as it engages with the metaverse.

This was Raphael Vidigal, the first guest of our Business Bites. If you enjoyed this format and want to meet our next guests, be sure to check out our next edition.<\/em><\/p>\n\n\n\n

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