Responsible Consumption

“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, CEO of Pernod Ricard from 1978 to 2012

Through our tagline, “Creators of Convivialité”, we encourage responsible consumption of our products. There is nothing convivial about 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 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 this 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 five priorities reflect the five commitments that each member of our industry must uphold in order to combat inappropriate consumption of our products.

The industry’s five commitments

During the conference of the International Alliance for Responsible Drinking (IARD; formerly the International Center for Alcohol Policies) 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.

Responsib’All Day: a day when the Group stops work

Since 2011, our entire workforce of 18,500 employees in our affiliates worldwide has stopped work one day a year to devote all its efforts to promoting responsible consumption. This event reflects the spirit of convivialité at Pernod Ricard: employees share their best practices and provide a renewed boost to projects that have been developed throughout the year.

See more on Responsib’All Day


For the sixth edition, employees took part in activities to benefit local communities around the world, touching on all our areas of CSR engagement.

On 5 June 2015, Pernod Ricard celebrated the fifth edition of Responsib’ALL Day. For the occasion, 5,500 sales staff throughout the world distributed 500,000 leaflets to their main customers (cafés, hotels, restaurants) and major retailers. These leaflets highlighted the eight key principles required for the responsible distribution of alcoholic beverages, serving as a reference on matters such as the volume of alcohol contained in a standard-sized glass.

The fourth edition of Responsib’ALL Day, held on the 22 May 2014, coincided with the launch of the free mobile application, Wise Drinking. Available in 37 languages, the app lets users calculate their alcohol consumption in real time, and is the first global digital application to promote responsible drinking.

The third edition of the Responsib’ALL Day took place on the 5 June 2013. This occasion provided an opportunity to reaffirm the five key commitments made by the Beer, Wine and Spirits Industry at the 2012 ICAP Conference.

No alcohol for minors, and only responsible drinking for young adults. This was the message put forward during the second Responsib’ALL Day, held on the 7 June 2012 and delivered by Pernod Ricard employees across all continents, from Sydney to São Paulo, by way of Shanghai, New Delhi, Tokyo, Sofia and Johannesburg!

The first Responsib’ALL Day was devoted to combating drinking and driving, and coincided with the launch of the United Nation’s first decade of road safety measures.