PERNOD-RICARD - URD 2021-22 EN

3. Sustainability & Responsibility The four pillars of the Good Times from a Good Place roadmap

The Drink More Water campaign has already shown its success by reaching over 134 million young adults digitally in 34 markets. The Responsible Party programme has reached 500,000 young adults on the field through activations during student parties over the last 10 years. During this fiscal year, the physical activations of this initiative remained quite low due to Covid restrictions. Pernod Ricard also rolled out a successful digital campaign in Asia this year to fight binge drinking. At the beginning of 2022, Pernod Ricard Asia launched a cross-market digital campaign dedicated to responsible alcohol consumption. Five markets (Korea, Japan, Taiwan, Hong Kong and the Philippines) participated in the initiative called “Make Memories, Not Hangovers”. The campaign reached 6.3 million individuals and specifically targeted adults between the local legal drinking age and 30 years of age. The goals of “Make Memories, Not Hangovers” were to raise awareness on the dangers of binge drinking with young adults, to educate the audience on responsible drinking by correcting misconceptions about alcohol consumption and to shift the audience’s mindset towards responsible alcohol consumption. Autosobriety Pernod Ricard strongly believes that alcohol-related road traffic crashes are preventable tragedies. And to this end, education is key: people need to understand how alcohol affects the ability to drive in order to make the right choice not to drink and drive. For the past two years Pernod Ricard has been partnering with the United Nations Institute for Training and Research (UNITAR) on the roll-out of the Autosobriety training programme. Autosobriety aims at equipping road safety stakeholders with educational tools to raise awareness on the risks of drinking and driving and contributes to preventing and reducing alcohol-related road crashes. The overall objective of Autosobriety is to contribute to the UN Global Road Safety Performance Target #9 to halve the number of alcohol-related road traffic injuries and fatalities by 2030. Autosobriety’s main asset is an online educational module covering four topics: road crash statistics; the impact of alcohol on the ability to drive and relevant risks; the legal ramifications of drinking and driving; and personal responsibility to avoid drink-driving. In addition, an augmented reality video was developed to simulate the effects of alcohol on driving and the increasing risks of road accidents. The project was first piloted in the Durban province in South Africa and in the Dominican Republic. This year, the Group signed, as a strategic ally, the Memorandum of Understanding entered into between UNITAR and the General Secretariat of the Andean Community for the disseminating the Autosobriety programme in the Andean Community. In the same year, Autosobriety was launched in Ecuador. Autosobriety was also launched in Mexico this year and Poland will soon follow. The programme is expanding in Cambodia and Vietnam where the Group is bringing locally run road safety initiatives under the Autosobriety training programme.

Objectives and policies Pernod Ricard wants to fight alcohol misuse in a meaningful way through targeted responsible drinking initiatives, as an appropriate level of investment in responsible drinking is crucial for the long-term sustainability of its business. All the Group’s Market Companies will contribute, as a minimum, to either one responsible drinking initiative implemented locally in partnership with industry peers, civil society or local authorities, or one global responsible drinking initiative developed by the Group. Local initiatives Pernod Ricard believes that targeted preventive actions, rolled out locally with industry partners and others, are an effective way of tackling alcohol abuse and make alcohol consumption a safe and enjoyable experience. Unfortunately, the Covid-19 pandemic has had a dramatic impact on the roll-out of many local initiatives, which were put on hold or stopped altogether. This is notably why the Group has intensified its work this year on its global initiatives to help its affiliates fight alcohol misuse in their market in a meaningful way. This year, Pernod Ricard contributed to local responsible drinking initiatives in 53 markets. Global initiatives Pernod Ricard developed two types of global responsible drinking initiatives which are being rolled out by its Market Companies: global initiatives to fight binge drinking including amongst (i) young adults; and “Autosobriety”, a global partnership with UNITAR to prevent (ii) drink-driving. Global initiatives to fight binge drinking Pernod Ricard is committed to fighting binge drinking around the world, notably through its Responsible Party flagship programme and its digital campaign “Drink More Water”. Responsible Party was originally launched in 2009 through a partnership between Erasmus Student Network, the largest European student organisation, and Pernod Ricard. It has expanded since then to all young adults. It raises awareness about the risks of binge drinking among young adults and aims at reducing alcohol-related harm linked to this dangerous drinking practice, in Europe and beyond. This programme is not linked to any brand, has its own visual identity, and is based on a peer-to-peer approach. Its 13 years of experience have successfully challenged the concept of responsibility of young adults by empowering them to make the right decisions. Drink More Water is the new digital campaign under the umbrella of Responsible Party, released in July 2021 to broaden its scope and reach more young adults during covid times. The message chosen with “Drink More Water” is a clear and universal call for action. The campaign is bold, targeting Gen Z with their own codes. Initially rolled out digitally, Drink More Water is currently expanding to bars, festivals, and other festive venues.

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Pernod Ricard Universal Registration Document 2021-2022

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