NABCA’ S ADVISORY COMMITTEE
Raj Kandyil
PERNOD RICARD USA Division Vice President, Control States
CRÉATEURS DE CONVIVIALITÉ: CONNECT, RESPECT, ELEVATE
At a time when our industry is navigating unprecedented change, including shifting consumer expectations, economic pressure and increasing complexity, one thing has never felt more essential: human connection.
The alcohol beverage industry has always been about more than products on shelves. At its best, it’ s about bringing people together around a table, a celebration, a shared moment. That belief sits at the heart of Pernod Ricard’ s purpose: Créateurs de convivialité, creators of conviviality. It’ s a simple idea, but a powerful one, that fostering genuine moments of connection is both a human need and a business imperative.
CONNECT
In today’ s environment, connection doesn’ t happen by accident. It requires intention. Listening carefully to consumers, collaborating closely with partners and showing up authentically in the communities we serve. Nowhere is this more evident than in control states, where success depends on trust, transparency and long-standing relationships.
Our brands carry stories, heritage and craftsmanship that come to life only when they are shared. Whether we’ re working alongside control boards, educating retail teams or engaging responsibly with consumers, connection is what transforms a transaction into a relationship. Those moments are what allow our industry to remain relevant and resilient.
RESPECT
Respect starts with people. Inside Pernod Ricard, it shapes how we collaborate, how we lead and how we create space for different perspectives. Externally, it guides how we partner with customers, suppliers, farmers, and communities.
An inclusive culture is not a“ nice to have”; it is foundational to better decision-making and stronger outcomes. When people feel valued, heard and safe, they do their best work. Especially in times of pressure, respect becomes a stabilizing force; one that strengthens teams and reinforces trust across the system.
In control states, where policy, public responsibility and commercial objectives intersect, respect is essential. It allows us to navigate complexity thoughtfully while staying grounded in shared goals.
ELEVATE
As an industry, we also have a responsibility to elevate our standards, our impact and our stewardship of the future. Pernod Ricard’ s sustainability and responsibility strategy, Good Times from a Good Place, reflects a belief that long-term growth and positive impact are inseparable.
From sustainable sourcing and regenerative agriculture to responsible hosting and circular production, our ambition is to create convivial moments that are sustainable for people and planet alike. We are committed to caring for the land, protecting water resources, reducing our carbon footprint and promoting responsible consumption. These efforts are not separate from our business strategy, they are central to it.
LOOKING AHEAD
What gives me the greatest confidence in the future of our industry is our people. Their dedication, creativity and willingness to go the extra mile, year after year, are what allow us to meet evolving consumer needs while staying true to our values.
As I reflect on my time at Pernod Ricard USA, I’ m continually inspired by the belief that better connections lead to better outcomes for our partners, our communities and our business. In an industry built on shared moments, human connection isn’ t just important. It’ s everything.
Sean Noble
CAMPARI General Sales Manager Control States
CONNECT, RESPECT, ELEVATE: WHY IRL MOMENTS MATTER MORE THAN EVER
In a world increasingly shaped by screens, notifications and digital conversations, the way we gather and unwind has evolved. Happy hours often happen over group texts. Celebrations are announced in stories and posts. While technology keeps us constantly connected, it can also leave us craving something more personal— more present. That’ s why NABCA Chairwoman Kathie Durbin’ s guiding principle—“ Connect, Respect, Elevate”— feels especially relevant today.
Her message calls on the bev-
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