At Pernod Ricard conviviality means enjoyment without excess and as a global industry leader it’s our responsibility to actively promote moderation.
Our holistic approach to alcohol in society includes:
Responsible marketing practices and transparent labelling
Zero-alcohol options from our leading brands
Drunk-driving prevention
Internal employee and hospitality industry education
Responsible consumption marketing campaigns
We are proud to be a founding member of the International Alliance for Responsible Drinking (IARD), a not-for-profit organisation dedicated to reducing harmful drinking and promoting understanding of responsible drinking.
Our mission is to create a culture where social occasions remain enjoyable, safe, and memorable for everyone.
Engaging consumers to encourage responsible and balanced habits
Through targeted prevention initiatives, education, and clear product information, our goal is to support consumers to make informed choices and embrace flexi-consumption:
- Digital labels directly on the bottle provide regularly updated product information such as ingredients, nutrition, calorie content and local drinking guidelines
- In 2025, 97% of the markets where Pernod Ricard operates launched responsible drinking initiatives and educational campaigns, such as Malibu’s Don’t Drive and Dive with Olympian Tom Daley – raising awareness about the heightened risk of alcohol-related drownings.
- In partnership with UNITAR the UN training body, the Autosobriety programme tackles drink-driving and we also provide digital breathalysers at our Brand Homes, internal events and partner festivals.
- To help enable balanced drinking, our brands offer zero-alcohol options and from FY27-FY30, the Group is committed to delivering a minimum of one qualifying non-alcoholic innovation per fiscal year.
Our non-alcoholic porfolio
Billion bottles with digital labels worldwide
Of local prevention initiatives delivered in partnership with key sectors
Consumers reached through prevention messages via our brands
Drink More Water: a simple yet powerful call to action
Drink More Water is Pernod Ricard’s flagship responsible drinking initiative. Speaking to a GenZ audience, it promotes how staying hydrated can make celebrations safer and more enjoyable.
Drink More Water has now been seen and experienced by over 900 million people around the world, both online and activated at events such as music festivals where free water is combined with interactive prevention.
Communicating with transparency
Clear, honest communication about alcohol is the foundation of both moderation and safe drinking. Guided by a strict Code of Conduct, we hold ourselves to high standards in how we market our brands and engage in public discussions.
We communicate responsibly, share our policy positions openly, and engage ethically with policymakers and stakeholders to support fair rules and positive change. These actions include:
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A guide for responsible marketing that ensures our campaigns never encourage misuse and always protect underage audiences.
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In 2024, 98.6% of our online campaigns complied with the IARD’s voluntary Digital Guiding Principles, reflecting our strong focus on responsible marketing.
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With Pernod Ricard EU Dialogue, our teams are fostering constructive conversations to engage policymakers on responsible regulation and topics such as sustainability, competitiveness, and trade.
FY25 PERFORMANCE
Completion of Code of Commercial Communications e-learning
Compliance with the IARD Digital Guiding Principles (target 95%)
Of Pernod Ricard consumer-facing websites age-gate protected (target 100%)
Industry and employee engagement
A responsible drinking culture must be driven from within, that’s why we actively partner with the hospitality sector and continually educate within our own organisation to ensure balance and nuance are practiced at every level. All employees complete a MOOC on alcohol, complemented by training for specific audiences. Our other actions include:
- For trade events our global advocacy policy equips bartenders with guidelines and practical tools to encourage responsible and sustainable practices.
- Our brand experiences are certified as Responsible Hosts by the Sustainable Restaurant Association. Practices include mandatory serving of water and snacks during tastings, providing tastings to take home and organising safe journeys for visitors.
- Dedicated sales team training was developed to help raise awareness of alcohol-related risks, equipping them with practical tools – including a dedicated helpline.
