Pernod Ricard Korea, the Korean unit of the global wine and spirits company Pernod Ricard, announced that it has partnered with Junior Chamber International Korea (JCI Korea) to launch the ‘Drink More Water’ responsible drinking campaign.
In line with its Sustainability and Responsibility roadmap ‘Good Times from a Good Place,’ the Pernod Ricard Group has regularly conducted programs that promote responsible serving and consumption of alcohol. Pernod Ricard Korea has carried out a wide range of campaigns to inform Korean consumers on the importance of responsible drinking and to help them to practice it in their daily lives.
In 2021, the company shared healthy drinking guidelines that can be easily applied in daily life through its ‘Eat, Pause, Hydrate’ campaign. It raised public awareness of the risks of excessive drinking and shared tips for responsible drinking in its ‘#Make Memories, Not Hangover’ digital campaign in 2022.
This year, the company plans to operate the ‘Drink More Water’ campaign for younger adults aged 19 and above to tackle binge drinking and promote responsible drinking with those who choose to drink and to emphasize the importance of drinking enough water when consuming alcohol. In particular, it will team up with JCI Korea, one of the leading youth organizations in the country, to conduct a responsible drinking campaign and inspire youth opinion leaders. Pernod Ricard Korea will provide donations to JCI Korea to support the responsible drinking campaign and actively deliver the Drink More Water message using JCI Korea’s channels both on- and offline.
CEO Frantz Hotton of Pernod Ricard Korea noted, “Pernod Ricard Korea has been making constant efforts to help establish a culture of responsible drinking by conducting a responsible drinking campaign every year for young adults of LDA. This year, we will partner with JCI Korea to conduct the ‘Drink More Water’ campaign both online and offline. Pernod Ricard Korea will continue to strive to ensure that a culture of responsible drinking is well established and thoroughly practiced among young adults in Korea.”
Pernod Ricard Korea has also been working to build a culture of responsible drinking by encouraging its employees to serve as ambassadors for responsible drinking. All employees are required completed and complied of a mandatory responsible drinking training course.