Responsible hosting
We believe that responsible drinking is an integral part of our role as Créateurs de convivialité, and we can be part of the solution to promote conscious and convivial drinking and prevent alcohol misuse.
Our products should be enjoyed in a way that enhances social experiences while respecting individual choices and wellbeing. As drinking habits evolve, we embrace the opportunity to lead a positive change in the way alcohol is consumed, ensuring that it remains a source of enjoyment without harm. Our commitment to responsible drinking is about promoting informed choices, reducing alcohol-related risks and creating a culture where conscious and convivial drinking is the norm in society.
Promoting balance and conviviality are essential to Pernod Ricard and it aligns with evolving global consumer trends, societal values and regulatory expectations. As a leader in the spirits industry, Pernod Ricard has both the responsibility and the opportunity to promote a new and balanced approach on responsible drinking, while actively contributing to the fight against harmful use of alcohol.
127m consumers reached through 13 responsible drinking marketing campaigns launched by our strategic brands
920m+ young adults reached both online and in the field with the Drink More Water campaign
AN INTERVIEW WITH RESPONSIBLE DRINKING DIRECTOR,
GÉRALDINE DICHAMP
Géraldine Dichamp manages Pernod Ricard’s responsible drinking strategy and global prevention initiatives. She oversees all Group initiatives tackling alcohol misuse, preventing drink driving, and promoting responsible service among the hospitality sector.
What does Responsible Hosting mean for Pernod Ricard, and why is it so important?
Very clearly and simply, responsible drinking is conviviality and conviviality is responsible drinking. There is no conviviality in excess – any type of excess. This is what we have been saying for years.
We have always been a pioneer of responsible hosting: for example, we were the first global drinks company to include a logo on our products informing pregnant women not to drink. We were also the first to launch the e-label, a QR code on our bottles that provides ingredients, calories and drinking guidelines. And we also revolutionised the way we talk about prevention with Gen Z by leveraging their codes with our Drink More Water initiative.
We are ready to pioneer a new approach. Today’s context has changed and is evermore polarised, going from one extreme to another. We want to advocate for the sweet spot, for balance. We want to advocate for conviviality. We want our consumers to embrace conscious and convivial drinking and feel empowered to choose for themselves. That’s our new approach, alongside fighting misuse.
How, as an alcohol producer, do you balance social and health concerns with the priorities of the business?
As a producer of alcoholic beverages, we recognise the responsibility that comes with our craft. Research on alcohol and its impact continues to evolve, and we stay at the forefront through our industry body IARD with a taskforce committed to applying the latest scientific insights. Combating alcohol misuse has always been – and will remain – a core part of our mission. From clear labelling and responsible messaging to initiatives like our Drink More Water campaign, we actively promote conscious and convivial drinking as well as informed choices.
Yet, our vision goes beyond traditional approaches. We aim to foster a broader, more informed conversation about alcohol – empowering people with knowledge, transparency, and tools to make decisions that are right for them. In doing so, we strive to balance business priorities with a genuine commitment to social wellbeing, ensuring our products are enjoyed responsibly and sustainably.