Arpan Shah

The Absolut Group and Pernod Ricard have been a family to Arpan for 11 years. Two years ago, he took on a new role with TAG, making the move from Mumbai to Stockholm. 

Arpan, as part of the Business Analysis and Intelligence team, collaborates globally, leveraging data and analytics to drive strategic decisions for iconic brands such as Absolut, Malibu, Kahlúa, Monkey 47, and Altos, among others.

What’s your story with TAG?

I’ve always felt right at home at TAG, even miles away from India – that’s the magic of Pernod Ricard’s culture.

TAG is an exciting place to work, with a global portfolio of premium spirits spanning vodkas, gins, rums, tequilas, and liqueurs. As part of the Business Analysis and Intelligence team, I deliver actionable insights on innovations, pricing, and sourcing – thereby co-creating resilient business strategies alongside our cross-functional teams.

Blending future-focused insights and innovative thinking by leveraging data and analytics is the most exciting part of my work.

Have you recently worked on any exciting projects?

I recently led a strategic initiative to forecast the future cost of goods sold for our portfolio, optimizing for both profitability and competitive edge. We have a global reach, with products sold worldwide and manufactured at more than ten sites across four continents. The project required extensive research, given the diverse production setups and complex global economic factors, such as energy and commodity prices, currency fluctuations and inflation. The dynamic nature of global markets made estimating volumes a demanding task, but the experience was immensely rewarding.

I loved collaborating with some of the brilliant minds across Pernod Ricard affiliates worldwide, whose diverse perspectives broadened my understanding and enriched the project.

What has been your proudest moment at TAG?

It’s a tricky question because, for me, it’s not about one specific moment. What truly makes me proud is working in an environment with a strong and diverse culture where experimentation is valued and new ideas are always welcomed.

What’s your relationship to the term conviviality?

To me, it is about connecting with colleagues from more than 30 nationalities – right here in Stockholm. Some of my most cherished and overwhelming memories involve meeting colleagues from distant lands like Mongolia.

I have always been a teetotaler (and a designated driver and sober friend), an irony considering my association with one of the best alcohol companies in the world. However, despite this, I’ve not even once felt excluded. Here, individuality is celebrated, and everyone is welcomed exactly as they are. That’s the essence of conviviality to me.

So what do you typically drink on festive occasions?

I’m a fan of our new non-alcoholic Beefeater 0.0 gin, but people also say I’m a great host, and I really enjoy serving Espresso Martinis and tequila shots to my friends.