Responsible Hosting
We continuously engage with stakeholders to improve awareness of alcohol misuse and encourage others to take a stronger stance on drinking responsibly. By leveraging the power of our brands we are promoting wellbeing and driving meaningful consumer change.”
Our products bring people together and serve a valuable role in society. We fight alcohol misuse in society by taking action on harmful drinking and engaging with our stakeholders for real change.
We focus on marketing and selling our products in ways that help consumers enjoy responsible experiences. As part of this, we have introduced digital labels on our bottles designed to better inform consumers about the products they purchase and enable them to make well-informed and responsible choices. We also want to leverage the power of our strategic brands and have rolled out four campaigns in the last year.
We encourage all our markets to contribute to at least one initiative to fight alcohol misuse by 2025.
Read about some of our Brand S&R initiatives:
Spotlight on two initiatives for Responsible Hosting – The Bar World of Tomorrow and Drink More Water on pages 80‑81.
Autosobriety
We believe in educating drivers about alcohol and the risks of drinking and driving, because no-one should lose their life through drink-driving. That’s why we’ve launched the Autosobriety educational programme through a partnership with UNITAR - the UN’s Institute for Training and Research. Autosobriety is already educating drivers in eight countries - South Africa, Dominican Republic, Mexico, Ecuador, Poland, Cambodia, China and Vietnam - about the risks of drinking and driving, and aims to reduce alcohol-related traffic fatalities and injuries.
Industry partnerships for responsible marketing
Pernod Ricard is a founding member of the International Alliance for Responsible Drinking (IARD), the world’s leading beer, wine, and spirits producers group. We support the IARD’s commitments on digital marketing, commercial practices and a series of measures to combat underage drinking. Since 2022, we have maintained a 95% compliance with IARD Digital Guiding Principles, in line with our target.