---
id: "entity-pernod-ricard-d6"
type: "entity"
entityType: "organization"
canonicalName: "Pernod Ricard"
aliases: ["Ballantine's"]
source_timestamps: ["¶1", "¶2"]
tags: ["fmcg", "spirits", "early-adopter"]
related: ["concept-share-of-model", "entity-jellyfish", "entity-gokcen-karaca"]
sources: ["agentic"]
sourceVaultSlug: "hbr-seg-agentic"
originDay: 6
articleStem: "hbr-ext-18-preparing-brand-agentic-ai"
sourceUrl: "https://hbr.org/2026/03/preparing-your-brand-for-agentic-ai"
sourceTitle: "Preparing Your Brand for Agentic AI"
---
# Pernod Ricard

A global liquor/spirits company and the origin story for [[concept-share-of-model]]. Its Head of Digital and Design, [[entity-gokcen-karaca]], pioneered active management of the metric after discovering that LLMs were miscategorizing the company's affordable, mass-market **Ballantine's** Scotch whiskey as a *prestige* product. Pernod Ricard partnered with [[entity-jellyfish-d6]] to iteratively prompt and correct LLM perceptions.

**Enrichment note.** Pernod Ricard is a canonical, well-known spirits group; however, the specific Ballantine's miscategorization anecdote is illustrative and not independently validated by the enrichment search set.