Calling it a night
We believe marketing can be a force for good by creating social value and helping consumers adopt responsible behaviours. Brands know how to talk to consumers, and their campaigns can be effective at changing attitudes and social norms for better. Thus, we committed to roll out at least 12 marketing campaigns by our strategic brands to promote responsible drinking behaviours among consumers by 2027.
This year, we launched five campaigns, including Absolut's 'Call it a Night' in the UK. Reflecting the brand's commitment to foster inclusive settings where everyone feels comfortable and respected, the campaign highlights the drawbacks of drinking too much, particularly verbal abuse. Overconsumption can lead to hurtful and thoughtless statements. By setting a tone of safety and respect in social environments, the campaign encourages consumers to be mindful of their alcohol intake, know their limits, and to take personal accountability to "call it a night" when needed.
Call it a Night was rolled out via eye-catching content on social media and out-of-home displays across the UK - including a takeover of Clapham Common tube station in London.
Accrediting responsible hosts
Underscoring our commitment to excellence in consumer experience and responsible consumption in our Brand Homes, in 2024 we rolled out the spirits industry’s first Responsible Host Certification. This initiative aims to educate and certify establishments and individuals in responsible serving practices, ensuring a safe and enjoyable environment for all.
Brand Homes must have 18 responsible drinking practices in place to achieve accreditation, empowering guests to make the right choices about alcohol while educating them on mastering the art of tasting. Criteria include offering free water and snacks, providing scratch cards to help guests track their alcohol consumption, and helping prevent drink-driving.
Accreditation involves a two-phase verification process including a mystery shopper visit, with findings assessed by an independent third party. To date, 16 of our 30 Brand Homes have been certified.
95%of our bottles feature a digital label with information on health and responsible drinking
98%compliance with the International Alliance for Responsible Drinking (IARD) Digital Guiding Principles in FY24
Keeping consumers informed
To better inform consumers worldwide about the products they purchase - and to help them make well-informed, responsible choices - we rolled out digital labels across our portfolio in 2024.
Every bottle sold by Pernod Ricard now includes a QR code on its back label. Once scanned with a smartphone, consumers are directed to a digital version where they can find information including national low-risk drinking guidelines for their country, a complete list of the product’s ingredients and nutritional facts, and links to local public health websites.
Digital labels have been successfully implemented in a total of 166 markets, with more than half a billion such bottles shipped worldwide. Since the roll-out began in 2022, our QR codes have been scanned more than 350,000 times. Next year, through dedicated communication campaigns, we are aiming to further raise awareness on this initiative among consumers.