Promote responsible drinking

« We want to convey a message of moderation, so that the consumption of wines and spirits continues to be something that people enjoy, in the same way they enjoy holidays, moments of convivialité or simply relaxing.»


Patrick Ricard, Chairman and Chief Executive Officer from 1978 to 2008.


Through our tagline, “Créateurs de Convivialité”, we encourage responsible consumption of our products. There is no convivialité in excess. That’s our commitment.

Pernod Ricard’s commitments

To ensure that consuming our products continues to be an enjoyable experience that poses no health risk, we encourage consumption in moderation and combat inappropriate forms of consumption. This educational outreach is based on campaigns to raise awareness that we conduct alone or, whenever possible, in partnership with other industry members, non-profit organisations and public authorities.

In addition, we maintain strict internal criteria for responsible marketing, through standards contained in our Code for Commercial Communications.

To reach populations at risk and address hazardous behaviour more effectively, Pernod Ricard has defined five priority commitments:

     1.    Promote consumption in moderation,
     2.    Combat drink-driving,
     3.    Raise awareness among young people about the potential risks posed by alcohol abuse and inappropriate consumption,
     4.    Discourage the use of alcohol by pregnant women,
     5.    Encourage a responsible attitude among Group employees.

These 5 priorities reflect the 5 commitments that each member of our industry must uphold in order to combat inappropriate consumption of our products.

The industry’s 5 commitments

During the conference of the International Alliance for Responsible Drinking (IARD) held in October 2012, Pierre Pringuet – at that time Vice Chairman and CEO of Pernod Ricard – announced five commitments by producers of beer, wine and spirits to reduce excessive or inappropriate alcohol consumption:

     • Combat underage drinking,

     • Strengthen and expand codes of best practices in marketing,

     • Inform consumers and develop responsible product innovations,

     • Reduce drinking and driving,

     • Enlist the support of retailers.

The companies set a target date of 2017 to address these five issues. In the meantime, evaluations have been conducted by an independent third party, with the results shared annually.

Our Smart Barometer

How can we continually measure our contribution to both the five industry commitments and the ambitious objectives that our affiliates have pledged to meet by the end of 2017? Answer: the Smart Barometer, an innovative, interactive tool for monitoring our progress in real time and sharing initiatives from one country to another.

Wise Drinking App

In 2014, Pernod Ricard launched the Global “Wise Drinking” app to help consumers drink responsibly. The app is available in 37 languages. Consumers are given the opportunity to calculate the number of drinking units they have consumed taking into account the type of drink consumed (wine, spirit or other), its volume as well as other important data such as the user’s gender, weight and whether he/she has had anything to eat. This mobile app also offers other very useful characteristics. In fact, a digital calendar included in the app enables the consumer to track its consumption of alcohol over a certain given period of up to four weeks.

Download app