Responsible hosting
Our products bring people together and serve a valuable role in society. We promote responsible drinking by empowering our consumers to make conscious choices about alcohol and engage with our stakeholders for real change.
We aspire to cultivate a culture of responsible enjoyment amongst our consumers. This includes motivating our consumers to proactively engage in responsible behaviours, fostering environments that support safe drinking practices, and empowering our consumers with the necessary knowledge to make informed choices about their alcohol consumption. In line with our dedication to ensuring a future of positive and responsible alcohol experiences, we are setting a goal for each market to contribute to at least one initiative aimed at fighting alcohol misuse by 2025.
94%affiliates contributed to at least one global or local responsible drinking initiative to fight alcohol misuse in FY24
When it comes to promoting responsible drinking, we strongly believe in empowering our consumers to make well informed decisions, be it by leveraging the power of our iconic brands, through campaigns such as Drink More Water tackling binge drinking, or with our digital label sharing clear information about our products. We want to create a future where every sip reflects our dedication to responsibility, care and most importantly conviviality.”
(1) Of legal drinking age.
Encouraging responsible behaviour
As one of the world’s leading wine and spirits companies, we have a responsibility to encourage better, safer behaviour in our consumers. That’s why, in 2021, we launched our DRINK MORE WATER campaign - a bold responsible drinking initiative targeted at Gen Z(1).
And, in 2024, we launched the second phase - with more disruptive and edgier creative executions to better resonate with our audience. That included physical activations at major festivals and other events around the world, where we provided drinking fountains and trucks distributing water to attendees.
DRINK MORE WATER flips the traditional prevention campaign on its head by focusing on positive actions that consumers can take rather than passive avoidance behaviours. By June 2024 the campaign had reached 600 million people online across 60 countries and 32 million people in person at many events across the world such as iconic festivals, student parties, carnivals as well as corporate, trade and sports’ events.