Pernod Ricard Korea, the Korean unit of the wine and spirits company Pernod Ricard, announced on June 5 that it will operate the Drink More Water campaign in Korea as part of the Pernod Ricard Group’s promotion of responsible drinking across Asia.
Pernod Ricard Group has been busy implementing the four pillars of its 2030 Sustainability and Responsibility roadmap 'Good Times from a Good Place': Nurturing Terroir, Valuing People, Circular Making, and Responsible Hosting.
The Drink More Water digital campaign is part of the Responsible Hosting pillar. Pernod Ricard Group has been working for several years to promote responsible drinking through collaboration with people involved in the industry, the government, consumers, and many other relevant stakeholders.
The Drink More Water digital campaign was first operated in the European, African, and Latin American markets in 2021 to highlight the importance of drinking enough water when consuming alcohol. It has successfully reached over 110 million consumers on three continents to date.
In June of this year, the campaign will be further expanded to cover 14 Asian markets, including South Korea.
Pernod Ricard Korea’s Drink More Water campaign video features people enjoying a convivial time while drinking a proper amount of water in three common drinking contexts: in clubs, at bars, and during team building. It emphasizes the importance of responsible drinking in sharing truly convivial moments.
To ensure the successful implementation of the Drink More Water campaign, the company is planning to expand the target age groups and channels for its responsible drinking efforts this year to actively deliver its messages. Previously, the company focused on digital campaigns through its official website and key social media platforms. This year, it will expand to offline events as well as it delivers guidelines for responsible drinking.
First of all, the company will run a responsible drinking campaign with opinion leaders by teaming up with JCI Korea, one of the top youth organizations in the country. It will provide donations to JCI Korea to support a responsible drinking campaign and actively deliver the Drink More Water message using JCI Korea’s various on- and offline channels.
In addition, Pernod Ricard Korea is partnering with Bar Jangsaeng and ZEST, who also participate in the group’s sustainable bar program Bar World of Tomorrow. They will promote the Drink Morea Water campaign among consumers over LDA who visit their venues.
Prior to the full-scale launch of the campaign, Pernod Ricard Korea opened a Drink More Water campaign booth together with its Irish whisky Jameson at Go Out Camp, a camping festival held in Gumi on March 31 and April 1 that attracted more than 18,000 visitors. It helped the company share responsible drinking guidelines and encourage people to drink enough water as it smoothly ushered in the campaign.
CEO Frantz Hotton of Pernod Ricard Korea noted, “Pernod Ricard Korea has been operating an annual responsible drinking campaign for consumers over the legal drinking age to help ensure that they drink responsibly. The Drink More Water campaign is part of Pernod Ricard’s continuous efforts to ensuring that our brands are enjoyed responsibly. We will continue to make efforts to ensure that adult consumers make responsible choices and consumption when drinking.”
To learn more about the Drink More Water campaign, please visit drinkmorewater.asia and search #drinkmorewater on Facebook and Instagram.
Pernod Ricard Korea has been operating its responsible drinking campaigns since 2021 to help nurture the practice of responsible drinking within Korean society. In 2021, the company ran its Eat, Pause, Hydrate campaign to share healthy drinking tips that can be easily applied in daily life. In 2022, it launched the ‘#Make Memories, Not Hangovers’ digital campaign to stress the risks of excessive drinking and share responsible drinking guidelines.