Responsible Drinking

We want our brands to be enjoyed with family and friends in a convivial atmosphere and there is no conviviality without moderation. We make our drinks with great care, enjoy them the same way: this is all about smart drinking.

Therefore, we promote a moderate drinking lifestyle, we campaign against drink-driving and drinking during pregnancy and we make young people aware of the risks associated with alcohol. We also provide the full range of nutritional information for all of our key brands. But most of all, we pride ourselves on having the best ambassadors of Responsible Drinking, our employees.

Pernod Ricard UK invests heavily in responsible drinking organisations.  We are a founding member of the Portman Group, a member of the Wines and Spirits Trade Association, a Principal Sponsor of Best Bar None and we are delighted to be a key funder in the leading alcohol education charity Drinkaware. We also launched CEDER’s, a pioneering non-alcoholic alternative to gin.

We fully embrace our own responsibility in helping consumers to make informed decisions about drinking alcohol, alongside government, law enforcers and parents. For instance, we have partnered with organisations such as the Automobile Association to raise awareness of the risks of drink driving, and Drinkaware on initiatives like “Drink Free Days” and “Have a Little Less, Feel a Lot Better”, to encourage consumers to drink in moderation.

This partnership working between industry and government has helped to reduce binge drinking rates by 17% since 2005; harmful drinking rates by 23%; and our overall alcohol consumption by almost a fifth since its 2004 peak.

Click here to discover more about the Group’s engagement

Be Smart: have a little less, feel a lot better

Discover everything about smart drinking: from alcohol units to health effects, make an informed choice

Find or more!

Be Smart: have a little less, feel a lot better

Discover everything about smart drinking: from alcohol units to health effects, make an informed choice 

Our responsible drinking partners

We promote smart drinking in partnership with industry-funded responsible drinking organisations, bodies and charities in the UK