We are deeply committed to presenting a mature, balanced and responsible approach to alcohol consumption through the ethical marketing of our products and promotion of responsible drinking initiatives to reduce alcohol-related harm.
As the co-leader in the global drinks industry, we must be exemplary in the way we market out products.
All our advertising, promotions and packaging must comply with Pernod Ricard’s rigorous Code for Commercial Communications, which includes a requirements for a prominent “responsible drinking” message. We also take compliance with local laws and self-regulatory codes very seriously and all our advertising, promotions and packaging is carefully vetted by our legal and CSR teams to ensure we comply.
The codes apply to every activity carried out in order to market and promote our brands, regardless of department or role. They are summarised in the Marketing Guidelines, which can be found on Thirst Online or obtained from Pernod Ricard Winemakers’ CSR Manager.
Marketing teams and agencies and other relevant employees receive training in the codes. If you think that you or an agency/business partner would benefit from a training session, please contact your local CSR Manager.
We have carried out a large number of initiatives to promote responsible drinking including:
We also contribute to wider industry efforts to encourage responsible drinking through our membership or support of industry bodies and non-governmental organisations. We actively participate in cross-industry initiatives to help provide relevant information and responsible drinking messaging to consumers.
For example, we are a strong supporter of DrinkWise Australia’s scheme to put consumer messaging on products and marketing materials and were the first wine company in Europe to include the Wine in Moderation logo on its products’ labels. We also played an important role in setting up The Tomorrow Project, NZ’s new cross-industry social change organisation, and are promoting its responsible drinking brand, Cheers!.