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.

Responsible teams

Pernod Ricard has made its employees the main ambassadors of its responsible drinking policy. To this end, the Group has adopted a Code of Good Conduct and constantly seeks to raise awareness through special training sessions, speeches and presentations.

Responsible teams


Code of Good Conduct adopted in each subsidiary

To raise awareness among staff, avoid any risks and meet commitments made under the European Road Safety Charter, Pernod Ricard has asked each subsidiary to draw up a Code of Good Conduct with regard to alcohol consumption.

The code has many aims:
  • make responsible drinking a guiding principle,
  • educate the public on low-risk levels of drinking (World Health Organisation recommendations),
  • recommend that people do not drive after drinking.
In each country, resources – in particular the reimbursement of hotel and taxi expenses – are allocated to ensure this Code is respected.
The sober “designated driver” concept is advocated to staff, especially sales teams.
Codes must also mention sanctions that will be applied if these principles are breached. Excessive drinking by an employee is deemed a serious offence and may lead to dismissal from the Group.

Promotion of sober behaviour among staff

In signing the European Road Safety Charter, Pernod Ricard made two major commitments regarding its employees:
  • promoting sober behaviour in European Union countries (concerning around 10,000 employees)
  • reducing internal accidents in France.

These commitments extend to all Group subsidiaries and sit alongside a number of initiatives carried out by subsidiaries all over the world.



For Pernod Ricard to deliver its warning messages effectively, Group employees must be the first to adopt a responsible, exemplary approach to alcohol.

Motivating Group employees involves:
  • internal initiatives (training sessions and seminars), which make teams aware of the importance of a strong responsible drinking policy,
  • special training sessions for customer-facing staff.

Code for commercial communications

Alcool : je maîtrise (Alcohol: I’m in control)

Handed out to every Pernod Ricard employee, this booklet contains information on alcohol and its effects. It also explains the Group’s policy and gives an overview of Pernod Ricard’s various initiatives around the world. The aim is to make each employee an ambassador for responsible alcohol consumption.

Read the “Alcohol, I'm in control” booklet

Responsib’ALL Day: rallying teams

Launched in 2011, the “Responsib’ALL Day” seeks to encourage the sharing of good practices by rallying all Group staff around a common SER theme for one day. The first Responsib’ALL Day was held on 23 May 2011 and focused on a common, universal cause: preventing drinking driving. In 2014 took place the fourth edition of the Responsib'All Day.

Find out more about Responsib’ALL Day

United Kingdom: the Responsible Drinking Guidelines Manual

In April 2009, Pernod Ricard UK launched the Responsible Drinking Guidelines Manual. This also includes the Pernod Ricard UK marketing code, drawn up on the basis of the Pernod Ricard and EFRD (European Forum for Responsible Drinking) codes.

Find out more about the Responsible Drinking Guidelines Manual