What’s changed in your strategy, and why?
In an increasingly polarised world, nuance gets lost. Alcohol is a deeply cultural industry. Too often, conversations about alcohol happen at the extremes – either you binge drink or you are fully against alcohol. We believe that conviviality is our strength. Conscious and convivial drinking is a strong, aspirational and empowering concept.
This has been shaped through the work we have been doing with our responsible drinking initiatives over the last few years. For example, since 2010, we have been partnering with Erasmus Student Network. During this time, the students have regularly shared with us the following message: “don’t just tell us not to drink”. They don’t want messages that moralise or stigmatise alcohol. Students told us they often have difficulty talking about alcohol, even amongst themselves. In a context where binge drinking is declining, there’s an opportunity to tackle these conversations differently.
How will this shift play out through your initiatives, at a Group and brand level?
Imagine a world where balanced and conscious drinking isn’t an afterthought, but a natural part of how people enjoy our products. That’s the vision behind our new strategy: weaving balance and conviviality into every experience, conversation, and brand interaction. In 2026, we will bring this to life with a global campaign encouraging simple, meaningful habits – like swapping every other drink for water – that make a real difference. But it doesn’t stop there. In bars and restaurants, where most drinking decisions are made, we are working to empower bartenders as ambassadors of responsible enjoyment. It’s about transforming conscious and convivial drinking from a message into a movement, one choice at a time.
Can you tell us more about the non-alcoholic products you offer?
Pernod Ricard’s non-alcoholic portfolio is now part of our responsible drinking strategy, fully supporting our objectives. These drinks are all about flexible consumption and inclusivity, while staying true to our brands. We have an opportunity to create non-alcoholic drinks that capture the spirit of Pernod Ricard, with premium ingredients and sophisticated flavours. It’s an exciting challenge to be part of!
We’re shifting the paradigm. Conviviality is our strength and we want our consumers to embrace conscious and convivial drinking.”
Tokyo, Japan