Pernod Ricard Korea, the Korean affiliate of the wine and spirits company Pernod Ricard, joins hands with five leading bars in Korea that pursue sustainability to conduct the responsible drinking campaign “Drink More Water.”
Based on “Responsible Hosting,” one of the Group’s Sustainability & Responsibility (S&R) core values, the “Drink More Water” campaign intends to emphasize the importance of sufficient water consumption while drinking among adults of legal drinking age and to establish a healthy drinking culture.
As it did last year, the company also promotes the campaign this year in cooperation with popular bars in Korea that incorporate the value of sustainability into their operation. The five bars that join this year’s campaign are: “Bar Jangsaeng,” which practices sustainability and win-win growth with other small businesses in its neighborhood; “ZEST,” which pursues zero waste in all areas ranging from cocktail ingredients to items used for bar operation; “Bar Cham,” which actively uses local, in-season ingredients considering the environment and neighboring drinking establishments; “Gong Gan,” which serves cocktails with small-bite accompaniments using upcycling; and “Pine & Co,” which delivers various messages to consumers through cocktails by providing coasters made from recycled face masks.
These bars are conducting diverse promotional activities via online and offline channels. This includes uploading a “Drink More Water” campaign video on their respective official Instagram pages while communicating responsible drinking guidelines to customers visiting their bars during the campaign period (22 Jan ~ 17 Feb) and encouraging them to follow them.
“I hope that this campaign will prevent excessive drinking and help many more people make the right decision about alcohol use,” said Frantz Hotton, CEO of Pernod Ricard Korea. “Some of our partner bars have considerable influence, being on the list of ‘Asia’s 50 Best Bars,’ so I believe that they will be a big help in establishing a healthy, responsible drinking culture.”
Meanwhile, Since June 2023, the campaign has been executed across the board through digital channels and a broad range of partners, such as non-profit organizations and bars. This year the company unveiled a 15-second video featuring responsible drinking guidelines for consumers over the legal drinking age targeting lunar new year holiday season through its brands ‘Ballantine’s’ and ‘Jameson’.
Besides, as part of the campaign, Pernod Ricard Korea creates a “Drink More Water” campaign zone at a “Ballantine’s Single Malts Glenburgie pop-up store” at Jamsil Lotte World Mall and is highlighting the importance of maintaining hydration when consuming alcohol to those who purchase its products. In addition, the company is holding a “Drink More Water relay challenge” with employees.