We prioritize education for consumers, business partners, and employees on responsible alcohol consumption.
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Wyborowa Pernod Ricard actively carries out the global Drink More Water campaign, aimed at promoting responsible alcohol consumption among young adults. The campaign originated from the Responsible Party program, initiated in 2009 in collaboration with the Erasmus Student Network. Its main goal is to raise awareness about the dangers of excessive alcohol consumption and to minimize its negative effects.
In 2024, the campaign returned in an even more direct form with the slogan "DRINK MORE WATER – DRINK RESPONSIBLY!", which lightly yet effectively reminds people of the consequences of irresponsible choices. With a wide reach – both in the digital space and at live events – the campaign significantly influences attitudes and supports the development of a culture of responsible alcohol consumption.
Activities are conducted both online – via social media – and offline, during events where alcohol is served. Campaign participants receive specific guidelines on responsible alcohol consumption and access to free water. With its simple yet impactful message, the campaign effectively resonates with Generation Z, using language and communication forms that are familiar to young people.
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In response to the growing need for transparency and responsibility, Wyborowa Pernod Ricard has implemented an innovative digital labeling system. Its aim is to provide consumers with reliable product information and promote conscious and responsible alcohol consumption.
Bottles of selected brands from the company's portfolio are equipped with individual QR codes placed on the back label. By scanning these codes with a smartphone, users gain access to a digital label containing detailed data – ingredients, nutritional values, and practical tips for responsible consumption.
This allows consumers to make more informed purchasing decisions, and the company actively supports positive changes in the culture of alcohol consumption.
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The Bar World of Tomorrow (TBWOT) is an innovative, free course created by the Pernod Ricard Group, promoting sustainable and responsible practices in the bartending industry. The program was developed in collaboration with Trash Collective and the Sustainable Restaurant Association. It covers topics such as using local ingredients, conserving water and energy, reducing waste, and responsible alcohol serving.
Since 2020, the course has been completed by over 1,114 bartenders in Poland and over 18,000 people globally, surpassing the goal of 10,000 by 2030. The Bar World of Tomorrow is not just a training program but also a global community sharing knowledge and inspiration. The program is based on the 5xR model (Rethink, Reduce, Reuse, Recycle, Respect) and supports the development of bars in the spirit of sustainability, aligning with Pernod Ricard's broader environmental strategy.
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"Autosobriety" is an international e-learning program aimed at preventing driving under the influence of alcohol and reducing the number of road accidents. The initiative, created by UNITAR – the United Nations Institute for Training and Research, is primarily targeted at future drivers, instructors, and training centers. The program is currently being implemented in several countries, including South Africa, Mexico, Ecuador, and the Dominican Republic, with Poland being the first country in Europe to join this initiative. CIFAL Płock, one of the 25 UNITAR-affiliated training centers, is responsible for its implementation in Poland.
The training is free and available online – both on the UNITAR website and the EdApp platform. It consists of four educational modules that introduce participants to the effects of alcohol on the body and driving ability, the risks associated with driving under the influence, applicable laws, and statistical data from Poland and around the world. Additionally, participants can use VR goggles that simulate the vision of a person under the influence of alcohol – this engaging tool aims to further raise awareness of the dangers of irresponsible behavior on the road.
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Wyborowa Pernod Ricard is a member of industry organizations such as the Polish Spirits Industry (PPS) and the Polish Vodka Association (PVA).
These organizations represent the interests of the spirits industry, conduct social campaigns, and educational programs, as we believe that educational efforts are more effective in changing consumer attitudes than restrictions. The goal of our joint campaigns is to promote responsible alcohol consumption, and in situations where consumption could pose a threat to health or life (e.g., drivers, pregnant women), we advocate for complete abstinence.
One of the longest-running educational campaigns by PPS is "Alcohol. Always responsibly," which makes consumers aware that regardless of the type of drink consumed, it contains the same compound – C2H5OH. The main website for the campaign is "Drink Responsibly."
PPS also organizes training for retailers on responsible and legal alcohol sales. Member companies of PPS, including Wyborowa Pernod Ricard, strive for the highest ethical standards – in 2011, they signed the Code of Good Marketing Practices, according to which the promotion of spirits must be conducted in accordance with the law and good practices, without encouraging irresponsible consumption or alcohol abuse.
