MEETING CONSUMER EXPECTATIONS WITH TARGETED INITIATIVES
Drink More Water
We believe in empowering consumers to make the right choice, and are taking a disruptive approach to raising awareness of the power of moderation and the consequence of excessive drinking.
Our Drink More Water campaign reminds young adults of the importance of alternating and pacing alcohol consumption. Since launching in 2021, it has reached more than 60 countries, engaged over 870 million people online, and rehydrated more than 56 million attendees at major consumer events. We have taken these campaigns out to meet our consumers directly, partnering with iconic organisations, such as Tomorrowland, and are present across the globe through major activations.
We have also extended the programme to hospitality and external corporate events, notably with some of our major partnerships, such as One Young World - a global platform of young leaders from more than 190 countries - and Erasmus Student Network - the European Union’s largest student organisation.
Drink More Water resonates with consumers both online and at events, making responsible drinking positive, fun, and engaging. It shows how moderation enhances experiences. Partnering with others has expanded our reach to young adults, so stay tuned as there’s more exciting news ahead for this flagship initiative!”
Marketing as a force for good
Our strategic brands act as powerful megaphones for promoting the moderation narrative, using their creativity, cultural relevance, and scale. We committed to delivering 12 responsible drinking brand campaigns by 2027 - and have already exceeded this goal with 13 launched to date. Some of them empower consumers to:
- Dive safe with Tom Daley through Malibu’s “Don’t Drink and Dive” campaign, featuring the iconic Olympic medallist and activated in the UK and Australia.
- Take it easy with Aisling Bea, where we promoted mindful drinking through Jameson’s “Easy Does It” campaign in Ireland, co-written with and starring the comedian herself
- Don’t drink and drive with Tony Leung, acclaimed actor and cultural icon, via Martell’s campaign activated in China, Taiwan, and Singapore.
- Know when to call it a night through Absolut’s campaign encouraging moderation and knowing your limits, launched in the UK.
Responsible serving for the best experience in our Brand Homes
Today’s consumers desire more than just tasting; they seek unique experiences and empowerment to make responsible choices. To meet these expectations, our Brand Homes - immersive spaces showcasing our iconic brands’ heritage - integrate these values into every guest journey. In FY25, we achieved a milestone: all 30 public-facing Brand Homes are certified as Responsible Hosts. This certification, developed with the Sustainable Restaurant Association, is based on 18 Responsible Drinking criteria and verified through self-assessment and independent mystery shopper visits.
The Responsible Host certification empowers our visitors to master the art of tasting while embracing nuance, balance, and moderation — values at the heart of how we define conviviality.”
Reaching a milestone with e-labels for transparency
Our digital label system, which keeps customers informed on responsible drinking, has surpassed one million scans. We launched this initiative as a European pilot programme in 2022, and have now rolled it out globally across all brands in our portfolio. Every bottle we sell carries its own QR code on its back label, directing consumers to a platform where they can access:
- Information about the health risks associated with the consumption of alcohol, and where to find relevant information locally.
- Responsible drinking guidelines from local government authorities, including information about standard drinks and who should not drink alcohol, as well as a link to a consumer information website.
Ankara, Türkiye