Promoting moderate drinkingResponsible product marketing

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 product marketing

Pernod Ricard fully assumes its responsibilities as a wine and spirits producer and is committed to marketing its products responsibly in accordance with strict rules of communication.

Responsible product marketing

Transparency of labelling

To ensure responsible marketing of its products, Pernod Ricard guarantees transparent labelling, particularly information about the risks of excessive or inappropriate consumption. The application of the "pregnant woman" symbol is an example of that approach.
The "pregnant woman" symbol
Since 2006, all bottles distributed by Pernod Ricard in Europe include the "pregnant woman" warning logo that specifies very clearly that alcoholic beverages are not appropriate for women expecting a child. In 2013, following the announcement of the 5 industry commitments to reduce harmful use of alcohol (for more information about the 5 industry commitments), Pernod Ricard took a step further and decided to include this logo on all bottles distributed by Pernod Ricard worldwide.


Reinforcing control of advertising ethics

Pernod Ricard has established a very strict code of ethics for its commercial communications.

This is backed up by an internal control system that applies the same standards at all operation levels, whatever the country concerned.



In 2007, Pernod Ricard adopted a Code for Commercial Communications applicable to the whole Group. The Pernod Ricard Code is inspired by codes of professional conduct such as that of the EFRD (European Forum for Responsible Drinking) to which Pernod Ricard referred in the past. The Group's code lays down strict rules of ethics and communications for employees all over the world. The code was revised in 2010 and again in 2012 to take better account of issues raised by digital media, amongst others.
Stricter than professional codes of conduct, the Pernod Ricard code contains special provisions such as:
  • a ban on obscenity or gratuitous nudity in advertising;
  • a ban on displaying a brand on a racing circuit, motor sport vehicle or racing driver in action;
  • a requirement to send the code to Pernod Ricard’s external marketing agencies and ensure they apply it.

Read the Pernod Ricard code



To ensure that subsidiaries comply with its Code for Commercial Communications, Pernod Ricard has set up an Internal Approval Committee.

Its task is to adjudicate on the Group’s commercial communications (e.g. advertising, marketing and sponsoring). Consulted beforehand by staff working on the Group’s brand promotion, it plays an advisory role.
Each month, the Internal Approval Committee’s decisions are included in a report sent to the Group’s Executive Committee. This has gradually increased marketing and sales teams’ awareness of the responsible marketing policy and common rules.



Relevant staff at Pernod Ricard are trained in the Code for Commercial Communications. During this course, they are reminded of: the importance of controlling campaigns internally, the main features of the Code, and control procedures. Special attention is given to digital marketing.
At all stages of advertising preparation, marketing teams can refer to the site developed by the EFRD (European Forum For Responsible Drinking).


An avant-garde measure: adding a responsible or safe drinking message around the world

Since 2006, Pernod Ricard’s advertising campaigns around the world, whatever the legislation, have included a responsible or safe drinking message.