Pernod Ricard Korea, the Korean affiliate of the global liquor company Pernod Ricard Group, announced the release of its ‘Drink More Water Staff Challenge’ video on the official LinkedIn channel of Pernod Ricard, targeting the festive season of End-of-Year, New Year’s Day, and Lunar New Year, when many holiday gatherings are made.
Pernod Ricard Korea designed the challenge to encourage employees to drink enough water when drinking to prevent excessive drinking and build a culture of responsible drinking along with its ‘Drink More Water’ responsible drinking campaign launched in June 2023. In addition, all Pernod Ricard Korea employees take the Responsible Drinking Pledge when they join the company and complete mandatory training on alcohol and responsible drinking, fulfilling the role of responsible drinking ambassadors.
In this challenge, Pernod Ricard Korea employees share their favorite Pernod Ricard drinks to enjoy during the holiday season through self-shot videos. Then, they demonstrate their commitment to responsible drinking by pledging to drink enough water when drinking alcohol. Starting with Pernod Ricard Korea’s CEO and management executives, employees who take the challenge and nominate other employees as the next challengers, reminding everyone of the meaning of responsible drinking and encouraging them to join the pledge.
The ‘Drink More Water’ responsible drinking campaign was originally conceived in 2021 for the European, African, and Latin American markets, and was expanded to 14 markets in Asia, including South Korea in June last year. It shared a responsible drinking video with adult consumers of legal drinking age on various digital platforms, such as Instagram, Facebook, and more, with successfully reaching approximately five million consumers in South Korea alone.
Starting from January 22nd, the company unveiled a 15-second video featuring responsible drinking guidelines for consumers over the legal drinking age for about 4 weeks. The video is releasing on the Instagram and Facebook channels of its brands, including ‘Ballantine’s’ and ‘Jameson’. Additionally, the video will be featured on the Instagram accounts of seven major magazines such as Vogue and Elle, effectively delivering the message to young adults. The campaign video will extend its reach to the official social media platforms of major bars in Korea. The company is encouraging establishments collaborating with on-trade channels to actively promote and implement 'Drink More Water' campaign offline for consumers visiting their bars.
Frantz Hotton, CEO of Pernod Ricard Korea said, "Pernod Ricard Korea has been running responsible drinking campaigns every year since 2020 for consumers of legal drinking age, in order to establish a sustainable and responsible drinking culture in Korea” and added "as the holiday season brings with alcohol consumption increase, we encourage people to remember these simple tips to ‘Drink More Water’ to ensure they have a convivial and responsible time."
More details about the ‘Drink More Water’ campaign can be found by searching #drinkmorewater on Facebook or Instagram, or visit the ‘Drink More Water Asia’ website.
Since the launch of its 2030 Sustainability and Responsibility (S&R) roadmap 'Good Times from a Good Place', which is built on four key areas: Nurturing Terroir, Valuing People, Circular Making and Responsible Hosting, Pernod Ricard Group has been implementing the roadmap across its affiliates around the world. Pernod Ricard Korea has also been operating responsible drinking campaigns since 2020 to help establish a responsible drinking culture in Korea. Starting with the ‘Drink Wise’ campaign in 2020, the company shared responsible drinking guidelines that can be easily practiced in daily life through its ‘Eat, Pause, Hydrate’ campaign in 2021, and raised public awareness of the risks of excessive drinking and shared responsible drinking tips through ‘#Make Memories, Not Hangovers’ digital campaign in 2022.