Pernod Ricard India launches ‘Drink More Water’ campaign as part of its commitment to promoting responsible drinking

Accelerating the company’scommitment towards ‘Responsible Hosting’, the new campaign is aimed at raising awareness on the importance of drinking water when consuming alcohol

Kolkata, 5 June 2023: Pernod Ricard India (PRI), a global leader in the wine and spirits industry, today, launchedtheir new campaign ‘Drink More Water’. The campaign is seeking to influence consumer behavior by raising awareness on the importance of drinking water when consuming alcohol. Through this campaign, the company aims topromote responsible drinking with a simple yet powerful call to action: to ‘Drink More Water’.

As the world’s leading premium spirits company and ‘Créateurs de convivialité’, Pernod Ricard strongly believes that there can be no conviviality with excess. Throughout the years, the company has been active in playing a role in the prevention and reduction of harmful use of alcohol, through collaborative efforts with industry members, civil society, governments,local authorities, and consumers at large. The ‘Drink More Water’ campaign forms part of this long-standing commitment, aimed at raising awareness on mindful consumption of alcohol and nudging individuals to stay hydrated while enjoying social occasions.Drinking water when consuming alcohol helps to keep the body hydrated, which is why it is strongly recommended to pace oneself with a glass of water. 

Talking about the initiative, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said,“As a responsible corporate, our aim is to ensure that our brands are enjoyed responsibly.Our vision is to create conviviality by turning every social interaction into a genuine and responsible experience of sharing and the ‘Drink More Water’ campaign seeks to do just that. Through this campaign, we are focusing on educating consumers on making the right choices by drinking more water and staying hydrated, thereby creating a more enjoyable & responsible convivial moment.”

Embracing a digital-first approach, the campaign targets an audience above the legal drinking age, complemented by on-ground activations. With an ambitious goal to reach around30millionconsumers in India, the ‘Drink More Water’ campaign reiterates the company’s commitment to advocate responsible drinking among those who choose to drink.With this initiative, Pernod Ricard India accelerates its commitment towards ‘Responsible Hosting’, which is a key pillar of the company’s Sustainability& Responsibility Roadmap 2030 – ‘Good Times from a Good Place’.

ABOUT PERNOD RICARD INDIA:

Pernod Ricard India Private Limited (PRI) is a fully owned subsidiary of Pernod Ricard South Asia and a fast-growing multinational alcohol-beverage company delivering quality products to its consumers across the country.

Impressive Brand Portfolio

Home to renowned brands in each category, Pernod Ricard India holds one of the most dynamic and premium portfolios in the industry, led by Seagram’s whiskies that include Royal Stag, Royal Stag Barrel Select, Blenders Pride, Blenders Pride Reserve Collection, Imperial Blue, 100 Pipers and a wide range of international premium brands such as Chivas Regal, Ballantine’s, The Glenlivet, Royal Salute and Jameson Irish whiskey. Some of the eminent brands in the white spirits category include ABSOLUT vodka, Jacob’s Creek and Campo Viejo wines, Martell cognac, Beefeater and Monkey 47 gin, Kahlúa, and Malibu liqueurs, Mumm and Perrier-Jouët champagne.

Global yet committed to ‘Make in India’

India continues to be a priority market and central to Pernod Ricard’s operations globally. Being one of the fastest-growing businesses for Pernod Ricard globally, the Group’s commitment to the “Make in India” initiative is reflected in its sales portfolio within India, which comprises over 97% of domestically produced brands. With six overseas manufacturing locations including Myanmar, Indonesia, Vietnam, China, Nigeria, and Cameroon, and a global footprint in 50+ countries, Seagram’s whiskies are being exported to 33 countries across the world.

With over 25 years of rich legacy and operations in India, the company operates through its two distilleries in Nashik (Maharashtra) and Behror (Rajasthan) apart from 29 bottling sites across the country. The company also has a state-of-the-art distillery and winery at Nashik (Maharashtra), one-of-its-kind integrated risk management and zero pollution facility. The two units – Nashik and Rocky, have also become the first winery and the first Alco-Bev units, respectively, to receive the FSSC 22000 certification.

Responsible and Growing For Good

Pernod Ricard India is recognized as an industry leader with accolades including ‘Best Places to Work 2021’ by BW People, Stevie 2021 – Gold for Great Employers and The Economic Times ‘Best Places to Work for Women 2021’. The company has also been certified as ‘The Great Place to Work 2021’ by the Great Place to Work Institute. With a strong focus on Diversity & Inclusion, Pernod Ricard India has over 50% representation of women on the shop floor in their manufacturing sites in the South and East Zone.

Pernod Ricard India also believes in ‘Creating Shared Value’ for the business and local communities in a way that drives transformational growth and development for the country. Pernod Ricard India Foundation (PRIF), a Section 8 Company incorporated under the Companies Act, 2013 (“Act”), is a wholly-owned subsidiary of PRI, instituted to fulfill its commitment to Corporate Social Responsibility near its operations and beyond.

(This story has not been edited by News Mania staff and is published from a Media Release)