---
id: "entity-alexander-ricard"
type: "entity"
entityType: "person"
canonicalName: "Alexander Ricard"
aliases: []
source_timestamps: ["¶ 2"]
tags: ["executive", "ceo", "pernod-ricard"]
related: ["entity-pernod-ricard", "concept-pull-vs-push-adoption"]
sources: ["adoption"]
sourceVaultSlug: "hbr-seg-adoption"
originDay: 9
articleStem: "hbr-edu-41-french-spirits-employee-buy-in"
sourceUrl: "https://hbr.org/2025/12/how-a-french-spirits-company-created-employee-buy-in-for-ai"
sourceTitle: "How a French Spirits Company Created Employee Buy-In for AI"
---
# Alexander Ricard

**Profile.** CEO of [[entity-pernod-ricard-d9]] and part of the founding family lineage.

**Role in this source.** Not named in the core extraction; surfaced from enrichment as a crucial actor in the transformation. He provided the strong top-down mandate for AI transformation that mobilized investment and helped overcome resistance in a traditional, family-linked company.

**Why included.** He is the important counterweight to the bottom-up narrative: the Pernod Ricard story is not purely [[concept-pull-vs-push-adoption]] — a top-down executive mandate co-existed with the pull dynamic, and both mattered. Added as an entity to preserve this nuance and to support cross-vault dedup.