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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.


Aware that it is partly responsible for the disposal of its products’ packaging waste, Pernod Ricard has made eco-design a key feature of its environmental policy, successfully experimenting with new methods.



Pernod Ricard encourages its subsidiaries to adopt eco-design principles to reduce the weight of packaging and facilitate its collection and recycling.
This eco-design approach is effective at an environmental and economic level, and meets commercial and marketing requirements.
The aim of the eco-design programme is to:
  • Optimise packaging and containers for transport;
  • Develop a method of analysing the packaging life cycle to measure the impact on the environment;
  • Develop recyclable packaging using recycled material;
  • Reduce the impact of storing and transporting packed goods.


The Group’s eco-design strategy began in 2006. It started with the training of the Marketing & Sales teams and with the circulation of an internal methodological leaflet for the affiliates. In 2010, it has been rekindled by the establishment of a software for the main Brand Companies evaluating the environmental impact of the packaging, based on the products’ circle of life. After studying the relationship between Premiumization and Eco-design and taking into consideration the stance of all stakeholders, the set up project has speeded up through several drivers: the steering of a tools development approach, the skills’ acquisition and the communication plan.
During the FY year 2012/2013, the project has been set up according to the following drivers:
  • The process steering: a steering committee made of members from the main concerned departments (CSR, Operations, and Marketing) has been built to: define the Eco-design commitments of the Group; choose the key indicators to monitor the application and ensure the roll-out to the affiliates.
  • Tools: a taskforce has been set up in order to develop an interactive platform to provide Marketing, Product Development and Buying departments with Eco-design tools. Concurrently with this, two other methodologies have been developed: one for the Marketing teams to define the links between brands and their environment (the brand’s “environment DNA”), the other one to allow industrial sites to make a diagnosis of their packaging.


Subsidiaries have continued to implement eco-design principles. Pernod Ricard Nordic has been innovative in replacing glass bottles used for some of its local products with recyclable plastic (PET). Pernod Ricard Americas has also reviewed the shape of, and sometimes material used in, its bottles to optimise storage and transport.
A few examples: in the United States, the Mumm Napa bottle has gone from 907 to 794 grams. In Mexico, the Kahlúa bottle has lost 10% of its weight. In Argentina, Brazil and Canada, several types of bottle have been lightened considerably: Montilla (-5%), Orloff (-11%) and Malibu (PET).

Good practice: Orlando Wines saves 9,600 tonnes of glass in Australia

In one of the biggest packaging optimisation achievements, Orlando Wines – working in direct collaboration with Pernod Ricard UK – developed a lighter bottle for its Jacob’s Creek brand, the glass of which accounts for 30% of CO2 emissions and a significant proportion of production waste.

This innovation saved 9,600 tonnes of glass, significantly reduced the number of containers and volume of storage used, and cut the number of lorries needed for transport, decreasing CO2 emissions by around 10,000 tonnes per year.

Find out more about the Jacob’s Creek’s environmental policy on the website