As Pernod Ricard celebrates 50 years since its founding and 30 years in Brussels, Euractiv sits down with CEO Alexandre Ricard to discuss the importance of free trade, the role of the EU, and how a business rooted in geographic origin depends on open global markets to succeed.

He also shares his views on how the sector can contribute to the European Green Deal, the need for simpler regulation, and the importance of promoting safe and informed alcohol consumption. Providing clear information, he says, empowers consumers to make better choices and supports a balanced approach. Watch the full interview for more.