Pernod Ricard

Pernod Ricard is the world’s leader in the Premium spirits industry. It operates in more than 85 affiliates and 100 production sites. Pernod Ricard has chosen to focus on sustainable growth through a large portfolio of international brands and a high-end strategy, known as Premiumisation.

Young people and alcohol

Young people are among the most sensitive populations regarding alcohol consumption as some of them can show risky behaviour. Pernod Ricard tries to raise awareness among minors and young adults through targeted communication, safety and education programmes.

Young people and alcohol


Pernod Ricard has set itself the target of raising the age at which alcohol is first consumed, reducing amounts consumed and pushing back the age at which a person becomes drunk for the first time.

This commitment is shown in a number of ways.

Pernod Ricard plays an active role in implementing legal measures to protect minors. For example, in 2008 the Group supported the French government’s decision to raise the legal age for buying alcohol from 16 to 18 in a bid to protect minors.

Pernod Ricard also funds five-yearly surveys by the IREB (Institut de Recherches Scientifiques sur les Boissons) of around 1,000 young people between the ages of 13 and 24. Conducted in France since the 1980s, these studies give a better understanding of French youngsters’ attitudes and behaviour, as well as changes therein. Identifying these trends enables the Group to tailor its campaign work.

Many subsidiaries are involved in local awareness initiatives taken in partnership with professional organisations.
All share the same objectives:
  • raise the age at which a person first drinks and is first drunk,
  • reduce the number of underage drinkers,
  • reduce the amount consumed by minors who already drink.
Find out more about safety and awareness initiatives for minors

Responsible commercial communications to protect minors

Pernod Ricard has adopted a Code for Commercial Communications.
This includes a series of measures to ensure that commercial communications do not target minors:
  • adverts must not contain minors drinking alcohol
  • they must be broadcasted or printed only in media or at events where adults are expected to make up at least 70% of the audience,
  • they must use actors or models over the age of 25 and must not include any objects, images, styles, characters, symbols or music likely to attract minors.
Additionally, minors cannot access the Group’s brand websites.
Encouraging parents to increase awareness among children

Young people, especially minors, often see parents as role models whose behaviour and attitude to drinking has an important influence on them. This is why the Group is committed to developing programmes to raise awareness among adults responsible for educating youngsters.

Find out more about parents’ key role in education



Drink-driving and excessive alcohol consumption have been identified as significant risks for young adults. Binge drinking is one of the most worrying displays of this.

Pernod Ricard advocates a stronger culture of responsibility based on three areas:
  • reminding everyone of their rights and duties,
  • providing training on event organisation,
  • developing safe drinking programmes in schools and universities.


Responsible Party

Launched by Pernod Ricard in 2009, in partnership with the Erasmus student network, the Responsible Party programme is the first of its kind to be organised at a European level. It targets students and organisers of student events, teaching them about their responsibilities and the dangers surrounding excessive or inappropriate drinking.

Find out more about Responsible Party
Responsib’ALL Day

Launched in 2011, the “Responsib’All Day” seeks to encourage the sharing of good practices by rallying all Group staff around a common CSR theme for one day.
The aim is to make all employees responsible ambassadors. The Group expects exemplary behaviour at all times. In 2012, the second edition of Responsib'All Day was “Alcohol and young people”.

Find out more about Responsib’ALL Day 2012