Being “Créateurs de convivialité”, we want to turn social interactions into genuine and friendly experiences of sharing and wellbeing. But the pre-condition for conviviality is responsibility.
Pernod Ricard acknowledges that the misuse of alcohol can cause harm to individuals and their communities. We have a role to play in combatting the harmful use of alcohol. We work together with industry members, civil society, governments and local authorities, as well as UN bodies, to prevent and reduce the harmful use of alcohol, as real change can only be achieved in unison with others. By tackling harmful drinking, we want to create a more convivial world, a world without excess.
What we are doing
As a responsible company, we want to ensure that our brands are enjoyed responsibly. Creating conviviality requires us to help adult consumers make responsible choices about whether, when and how much to drink. Some people should not drink at all, and we notably take a strong stance against underage drinking. Some people choose not to drink, and we always respect that choice.
For this, Pernod Ricard has a responsible drinking strategy focusing on promoting moderation and tackling the harmful use of alcohol, which fully supports the World Health Organization’s goal of reducing harmful drinking by 10% worldwide by 2025. It encompasses a wide range of initiatives targeting its employees, consumers, specific target audiences and the whole society. We all should be ambassadors of responsible drinking.
The set of tools varies from in-house trainings and self-regulating standards to communication campaigns and evidence-based prevention programmes. By using this all-round approach, we aim at finding the most efficient ways to fight the harmful use of alcohol.
Our commitments
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Reach 1 billion people with our “Drink More Water” initiative—through digital channels and on-the-ground activations
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Launch and maintain a multi-platform global campaign promoting moderation. Make non-alcoholic options available in all markets where we operate by 2027
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Integrate sustainability and moderation principles at 100% of trade events and continue deploy bartender training
Case Studies
Find out more about our initiatives to fight alcohol misuse.
A digital label solution to foster responsible consumer choices
Autosobriety: Preventing Drink Driving
Drink More…Water
Bar World of Tomorrow - A new community of bartending changemakers
Our Role in Society
We believe there is no conviviality in excess and follow a number of guiding principles to advocate for the responsible consumption and marketing of alcohol.
We are a proud partner of
A not-for-profit organization dedicated to reducing harmful drinking and promoting understanding of responsible drinking. To advance this shared mission, IARD works and partners with public sector, civil society, and private stakeholders.
A global network committed to improving international education and providing self-development opportunities to millions of young people, fostering intercultural understanding and creating positive change in society.
