HomeCSR|Lobbying at Pernod Ricard|Pernod Ricard’s main positions


Corporate Social Responsibility is a major focus in Pernod Ricard's constant quest for improvement. The Group has risen to the challenge of reconciling financial efficiency, respect for stakeholders, environmental protection, consumer protection and cultural awareness.

Pernod Ricard’s main positions

The main challenges of Pernod Ricard are:

  1. Trade
  2. Alcohol and health
  3. Taxation
  4. Communication

Core positions

Generally speaking, Pernod Ricard has no particular stance on regulatory issues, other than those taken officially and communicated by our professional associations worldwide.

Our beliefs


Pernod Ricard supports free and fair access to all markets and encourages the implementation of reasonable policies.

Pernod Ricard believes:

  • That World Trade Organization (WTO)’s rules constitute important references in order to trade freely and without discrimination;
  • In a properly regulated wine and spirits sector with well-defined product categories, respectful of the products’ specificities generated by its origins;
  • That the wine and spirits sector substantially contributes to world economy, especially in terms of direct and indirect employment, revenue form excises and taxes, as well as opportunities for raw materials suppliers..

Alcohol and health

Pernod Ricard respects the right of adults to choose whether or not to consume alcoholic beverages;

The Group supports the WHO’s global strategy aimed at reducing harmful consumption of alcohol. Pernod Ricard is committed to working with local, national and international stakeholders in order to combat alcohol abuse.

Pernod Ricard believes:

  • Governments, producers and other stakeholders should work together more closely to reduce harmful consumption of alcohol, particularly the abuse of non-commercial, undeclared alcohol. It accounts for a significant proportion of all alcoholic beverages consumed worldwide, particularly in many low- and middle-income countries;
  • The wine and spirits sector has a role to play in reducing alcohol-related harm and Pernod Ricard wants to be a key player of that endeavor;
  • Alcohol consumption patterns are heavily influenced by cultural and religious factors;
  • In scientifically evaluating initiatives designed to reduce harmful consumption of alcohol to assert their efficiency before they’re implemented
  • Cultural differences must be taken into account when targeting at-risk consumers and potentially harmful behaviors


Most governments use VAT, custom and excise duties to generate revenue. Taxation and pricing policies on alcoholic beverages are often believed to be of use as a public health tool to influence consumption and reduce damages related to excessive consumption of alcohol.
Contrary to popular belief, there is no proven link between a high level of taxation, a high price for the consumer and overall consumption, and least of all harmful or excessive consumption.

Pernod Ricard believes:

  • That when governments levy excise taxes and duties, it must be at a reasonable rate and be applied fairly between beer, wine and spirits;
  • Taxation on alcoholic beverages should not discriminate imported products- notably spirits- nor be based on the nature of the product. Provisions on taxation must not contravene the rules of the World Trade Organization (WTO).
  • That if full substitutability between categories is proven, Pernod Ricard advocates for no discrimination;
  • A high tax rate on alcoholic beverages leads to the development of non-commercial and undeclared alcohol trade with considerable health risks.


Pernod Ricard believes in the importance of the freedom to communicate, in accordance with professional ethical commitments and regulations.

Pernod Ricard believes :

  • Effective marketing cannot exist without respect for consumers and society in general;
  • In supporting high standards of self-regulation in our marketing activities throughout the world;
  • These standards are global and apply to all of our brands in all countries, even those in which regulations are non-existent or limited;
  • Its service providers must comply with these standards;
  • It is necessary to take into account complaints from consumers or other stakeholders if our marketing activities are believed not to be in line with our commitments.