Spirits

Pernod Ricard improves 'responsible drinking' measures

By Jessica Mason contact

- Last updated on GMT

Pernod Ricard's Wise Drinking programme expands to entire range
Pernod Ricard's Wise Drinking programme expands to entire range

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Pernod Ricard has expanded its measures promoting 'responsible drinking' across its entire portfolio.

As part of what Pernod Ricard has named its Wise Drinking programme, the web address​ has been printed on the back labels of all its bottles, across its range. In addition, when consumers connect to the page in the UK they will be redirected to the Drinkaware website​. For each country, a connection to the appropriate responsible drinking website will be made.

The Wise Drinking programme already includes a mobile application, available in 37 languages, intended to provide real-time checks on the amount of alcohol consumed and tailored to each country’s legislation.

These measures are part of the ongoing initiative launched in 2006 in which Pernod Ricard added the icon advising pregnant women not to drink alcohol to the back labels of its bottles in European countries.

In 2013, Pernod Ricard expanded this measure worldwide (in compliance with local legislation) and, in 2014, the company created a free global application to help educate consumers about alcohol consumption.

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