"Because we care": Pernod Ricard unveils its Responsible Host certification at its Brand Homes and its desire to champion responsible drinking
04 July 2024 - 7:31AM
Business Wire
Regulatory News:
Pernod Ricard (Paris:RI):
Press release – Paris, 4th July 2024
As Créateurs de convivialité, Pernod Ricard is proud to roll-out
the first Responsible Host Certification program in the spirits
industry. This initiative underscores the company’s commitment to
excellence in consumer experience and responsible consumption in
all its public-facing Brand Homes.
Reimagining the Brand Experience with our Brand Homes
Pernod Ricard brand homes are homes where visitors can explore
the rich heritage, meticulous craftsmanship, and exceptional
quality of our premium spirits and wines. Most of them date back
more than a century and, as an important part of our legacy, they
are the perfect way to discover our brands.
Located in the heart of the greatest terroirs across the globe,
from Scotland to the United States and encompassing Japan and
France, these brand homes are designed to provide an unforgettable
experience that combines education, entertainment, and tasting
sessions. And include the responsibility in this journey was simply
being true to what conviviality is about – an authentic moment
about sharing and naturally caring.
Championing Responsible Drinking with our Responsible Host
certification
In line with our dedication to consumer safety and well-being,
we have also introduced the Responsible Host Certification. This
initiative aims to educate and certify establishments and
individuals in responsible serving practices, ensuring a safe and
enjoyable environment for all.
To be accredited “Responsible Host”, Brand Homes must put in
place 18 responsible drinking practices during their tours to
empower guests to make the right choices about alcohol while
educating them on mastering the art of tasting. Some of responsible
drinking criteria include:
- Offering water and snacks to visitors free of charge
- Always using measuring tools used when serving alcohol
- Distributing scratch cards for guests to track how much alcohol
they have consumed
- Distributing spittoons and emphasizing the educational
component of the tasting
- Helping to prevent drink-driving after the visit.
To obtain “Responsible Host” badge, each Brand Home must undergo
a two-phase verification process that ensures application of high
standards. This includes a self-assessment phase followed by a
mystery shopper visit, with findings assessed against all 18
Responsible Hosting criteria by an independent third-party, The
Sustainable Restaurant Association.
Laura Sileo Pavat, Global Head of Brand Homes tells: “We
believe that by combining exceptional experiences with responsible
practices, we can create a positive impact on consumers and
communities.”
Martina Dell, Head of Projects & Consultancy, The SRA
adds: “By working together to establish a robust,
evidence-based validation process, we believe that Pernod Ricard
can confidently celebrate the impact that its responsible drinking
initiatives are having on millions of visitors.”
By now, 16 of our 30 Brand Homes have been certified
“Responsible Hosts”. Among our pioneers are The Glenlivet
Distillery, The Wild Monkey Distillery, the Maison Yellow
Marseille, Beefeater Gin Distillery, Indigo by Martell, Jameson
Distillery Bow Street, and others. All of the Group’s public facing
Homes around the world will be certified by 2025. Building on the
growing popularity of these unique places, Pernod Ricard is aiming
to improve consumer awareness of responsible drinking, reaching 10
million visitors by 2030.
Pernod Ricard is the first company in the spirits industry to
undertake such a certification process for all its public-facing
Brand Homes. The Group is thus strengthening its responsible
drinking initiatives following the launch of the second Drink More
Water campaign and the global roll-out of its digital
labelling.
About Pernod Ricard
Pernod Ricard is a worldwide leader in the spirits and wine
industry, blending traditional craftsmanship, state-of-the-art
brand development, and global distribution technologies. Our
prestigious portfolio of premium to luxury brands includes Absolut
vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and
The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell
cognac, Havana Club rum, Beefeater gin, Malibu liqueur and Mumm and
Perrier-Jouët champagnes. Our mission is to ensure the long-term
growth of our brands with full respect for people and the
environment, while empowering our employees around the world to be
ambassadors of our purposeful, inclusive and responsible culture of
authentic conviviality. Pernod Ricard’s consolidated sales amounted
to € 12,137 million in fiscal year FY23.
Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code:
FR0000120693) and is part of the CAC 40 and Eurostoxx 50
indices.
About The Sustainable Restaurant Association
Since 2010, The Sustainable Restaurant Association (The SRA) has
set the Standard for sustainable food and drink businesses,
connecting businesses across the globe to accelerate change toward
a hospitality sector that is socially progressive and
environmentally restorative. They do this through the world’s
largest sustainability certification tailored for the F&B
sector, the Food Made Good Standard, as well as through strategic
partnerships with organisations like Pernod Ricard, The World’s 50
Best, the UK’s National Restaurant Awards, WRAP, Beans is How, San
Pellegrino Young Chef, Flor de Caña and Bar World of Tomorrow,
amongst others. www.thesra.org
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Pernod Ricard Emmanuel Vouin / Head of External
Engagement +33 (0) 1 70 93 16 34 Julie Coma / Press Relations
Manager +33 (0) 6 43 60 17 49