Our Commitments
We are committed to meeting and succeeding our ambitious sustainability roadmap, scaling Global S&R initiatives across the UK, training our employees on health & safety and responsible drinking, driving moderation and reducing our carbon foodprint.
In FY25, the Group placed strong emphasis on three key priorities: regenerative agriculture, responsible drinking and carbon reduction. At a market level, we remain committed to driving S&R forward with focus and momentum. We're doubling down on responsible drinking through initiatives like Drink More Water, Bar World of Tomorrow, and internal Responsible Drinking Trainings. At the same time, we’re advancing our carbon reduction roadmap and supporting volunteering and community initiatives.
Download Pernod Ricard UK’s latest S&R Roundup to find out more about these initiatives
A deep dive into Responsible Hosting
As a responsible business, we are committed to ensuring our products are enjoyed responsibly. Creating conviviality means helping adult consumers make informed choices about whether, when, and how much to drink.
To support this, Pernod Ricard has developed a comprehensive responsible drinking strategy focused on reducing harmful alcohol use. This strategy is aligned with the World Health Organization’s goal of reducing harmful drinking by 10% globally by 2025.
Our approach includes a wide range of initiatives targeting employees, consumers, the bar community, and society at large. We believe everyone can be an ambassador for responsible drinking. Tools used include in-house training, self-regulation standards, bartender education, awareness campaigns, and evidence-based prevention programmes.
By taking a multi-layered approach, Pernod Ricard aims to find the most effective ways to tackle harmful drinking and foster a culture of moderation and responsibility across all touchpoints.
Drink More Water
Pernod Ricard UK delivers the Group’s global Responsible Hosting strategy by promoting Drink More Water among consumers, engaging the bar community through Bar World of Tomorrow training, and empowering employees as ambassadors via training and by embedding responsible hosting principles into all internal events. Our brands, including Jameson and Malibu, also champion responsible consumption through creative and interactive campaigns.
Built on Pernod Ricard’s long-standing prevention programme Responsible Party, launched in 2009, Drink More Water is a responsible drinking initiative tackling adult binge drinking. Its ambition is twofold: to raise awareness about the risks of overconsumption and to reduce harm at events through free water distribution.
Bar World of Tomorrow
The Bar World of Tomorrow training programme brings the bartending community into the future—sustainably, responsibly, and inclusively. The course equips bartenders with practical knowledge on topics ranging from fresh ingredient use and responsible serving to waste management. It aligns with the United Nations Sustainable Development Goals (SDGs) and is structured around five pillars: ingredients, service, bar, staff, and implementation—providing tools to help shape a more sustainable and ethical hospitality industry.
Delivering responsible drinking messages through our brands
In the UK, football culture has historically been linked to alcohol misuse, particularly among men. Through Jameson’s partnership with the EFL, the DrinkAware x Jameson ‘Know Your Score’ campaign promotes DrinkAware’s Drinking Check tool. This helps consumers understand their drinking habits and identify potential signs of dependency.
Malibu’s Don't Drink and Dive campaign, launched in partnership with the Royal Life Saving Society UK, addresses the risks of drinking near water—an issue linked to one in four drowning incidents in the UK. The campaign raises awareness through engaging content, encouraging safer choices during summer leisure activities.
Together, these initiatives reflect PRUK’s commitment to encouraging moderation, protecting consumer wellbeing, and supporting a more responsible drinking culture across the UK.