This impact story is part of a series featuring companies that are members of One Planet Business for Biodiversity (OP2B)/ World Business Council of Sustainable Development (WBCSD). Through these stories, we aim to showcase our members’ commitment to driving the transition to regenerative agricultural practices, the impact on farmers and the role OP2B plays in supporting this transformation. 

Pernod Ricard, the world’s second-largest wine and spirits company, is addressing global environmental challenges with innovative regenerative agriculture initiatives. Pernod Ricard sources their ingredients, wheat, barley, cane, beet, grapes, agave and many different flavouring ingredients, from over 380,000 hectares of land across the globe. In a joint interview, Morgane Yvergniaux, Director of Nature & Climate, and Gaël Dupont, a pioneering Champagne winemaker, share how the company’s global strategy drives local impact. 

Regenerative Agriculture Rooted in Heritage

Founded by Paul Ricard, who held a profound appreciation for nature, Pernod Ricard  has long recognized its dependency on healthy terroirs. In 2019, it formalized this commitment by embedding “Nurturing Terroirs” as one of the four pillars of its corporate responsibility strategy ‘Good Times from a Good Place’.

“Our strategy is not merely a response to environmental challenges but a deliberate step to ensure the resilience of the ecosystems that underpin our business,” explains Morgane Yvergniaux,  Director of Nature & Climate at Pernod Ricard. “By addressing the fragilities of our terroirs through science-based practices and fostering biodiversity, we are creating a model of agriculture that prioritizes both environmental restoration and socio-economic sustainability. “With an original goal to pilot regenerative agriculture in its own vineyards by 2025, Pernod Ricard is aiming to extend these initiatives to other crops, investing in both the land and communities it serves.

Regenerative agriculture is about reimagining a future where nature and human ingenuity thrive in harmony. This is the foundation of a resilient food system—one that protects our planet while nurturing the communities that depend on it.

– Morgane Yvergniaux

Pernod Ricard launched numerous initiatives globally to implement regenerative agriculture. In France, the company partners with farmers to integrate cover cropping and no-till practices, while in Ireland, it collaborates with barley growers to improve soil health and reduce chemical inputs. “Our commitment is comprehensive and tailored,” Morgane notes. “Each terroir requires unique solutions. We cannot adopt a one-size-fits-all approach; instead, we focus on aligning with local realities to deliver impactful results.”

Revitalizing soil and improving biodiversity in the Champagne region

One flagship project located in the Champagne region, where Gaël Dupont closely collaborates with Pernod Ricard’s Champagne Maisons Mumm and Perrier-Jouët. Since 2019, his family-run vineyard has been transitioning to regenerative practices. “The use of cover crops has fundamentally changed the way we manage our vineyard,” explains Gaël. “We’ve introduced species that not only protect the soil but also attract pollinators and improve biodiversity across the parcels.”

The introduction of these practices has yielded positive results. “The wines produced with one of our Chardonnay vineyards used to take seven or eight years to reach its peak,” he adds. “Now, within three years, the wines are well-balanced and ready to drink. That’s a tangible result of what regenerative practices can achieve.”

Responding to Gaël’s observations, Morgane elaborates: “The transformation we are witnessing in Champagne is a testament to the power of regenerative agriculture. By revitalizing soil health and fostering biodiversity, we are not only elevating the quality of our wines but also contributing to the resilience of local agricultural systems. This is a paradigm shift, where sustainability and profitability coexist.”

Economic incentives, collaboration and data are key drivers of the transition

Economic incentives are pivotal to this transition. Under a five-year contract, Pernod Ricard offers premiums to farmers embracing regenerative practices, helping to mitigate the financial risks of adopting new methods.

The financial support from Champagne Maisons Mumm et Perrier-Jouët has been critical. The premium we receive helps offset the initial costs of transition and gives us confidence to keep innovating.

– Gaël Dupont

In addition, peer-to-peer collaboration is key to transition. “Sharing experiences with other viticulturists is essential,” Gaël states. “At first, you feel like an outsider, but through peer-to-peer exchanges, we’ve built a community where experimentation is encouraged.”

Tracking progress through measurable outcomes drives advances in regenerative farming practices. Pernod Ricard tracks key indications such as soil carbon levels, water retention and greenhouse gas emissions across its pilot sites. “The data allows us to refine our strategies and scale solutions that work,” says Morgane. “This evidence-based approach ensures that our actions deliver measurable benefits over the long term.”

Collaborative Action through OP2B to drive systemic change

As a member of the OP2B coalition, Pernod Ricard collaborates with global leaders across sectors to establish standardized metrics and frameworks for regenerative agriculture.

Aligning methodologies and impact indicators is critical to driving systemic change. OP2B offers a unique platform to unify efforts and leverage collective intelligence to accelerate the adoption of sustainable practices.

– Morgane Yvergniaux

The coalition’s efforts go beyond internal alignment, focusing on advocacy and industry-wide initiatives to amplify their collective impact. As Morgane emphasizes, “Scaling regenerative agriculture requires a unified language and shared vision. We cannot act in silos if we are to tackle the global challenges of biodiversity loss and climate change.” Looking ahead, Pernod Ricard is working on an impact tracking tool, which it will share with OP2B members to help optimize agricultural practices on a global scale.

Regenerative agriculture is a critical solution to transform the way we produce food, feed and fiber, benefiting the climate, nature and people. Over the next few years, the OP2B coalition will focus on unlocking three strategic levers to scale up regenerative agriculture: harmonizing measurement, fostering collaborations to support farmers’ transition and advocating for policies that create an enabling environment.