The 5 Industry Commitments

Together with the industry’s leading producers from around the world, Pernod Ricard strongly supports new measures to promote responsible drinking.

A New Step in the Cooperation with the Industry

In October 2012, at the ICAP (The International Center For Alcohol Policies) Conference, Pierre Pringuet, Pernod Ricard Vice-Chairman and CEO, announced on behalf of the world's leading producers of beer, wine and spirits 5 commitments to further reduce the harmful use of alcohol:

  • Reduce underage drinking
  • Strengthen and expand marketing codes of practice
  • Provide consumer information and responsible product innovation
  • Reduce drinking and driving
  • Enlist the support of retailers to reduce harmful drinking

The commitments build on the signatory companies' longstanding efforts to discourage harmful drinking through initiatives and partnerships around the world, especially in low- and middle-income countries.

They will be implemented over a period of five years and will be reviewed annually by an independent third party.

Developing Concrete Action

To achieve the 5 industry Commitments, dedicated actions will be implemented:

Reducing under-age drinking

  • By seeking enforcement and/or introduction of legal purchase age
  • By developing, promoting and disseminating educational materials and programs

Strengthening and expanding marketing codes of practice

  • By reducing underage exposure whether through traditional media or digital
  • By developing global guiding principles in digital media
  • By inviting non-industry representatives in self-regulatory processes
  • By including appropriate contractual language in our agreements with our advertising agencies

Providing consumer information and responsible product innovation

  • By not distributing products that contain excessive amounts of added stimulants
  • By including symbols or words on our labels to discourage (1) drinking and driving (2) consumption by those under-age and (3) consumption by pregnant women as well as creating a dedicated website with additional information

Reducing drinking and driving

  • By continuing to develop global actions

Enlisting the support of retailers to reduce harmful drinking

  • By developing guiding principles and initiatives of responsible beverage alcohol retailing