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Pernod Ricard promotes moderation

Alcohol is part of our culture, and moderate consumption of alcoholic beverages is socially acceptable. However, we are aware of the risks to individuals and society of excessive or inappropriate alcohol consumption. Accordingly, Pernod Ricard promotes moderate and responsible consumption of alcoholic beverages.


Our products are part of our cultural history. For centuries, wines and spirits have provided flavourful and pleasurable experiences, contributing to merriment in social contexts. We drink toasts to health, happiness and success. We ring in the New Year with champagne and sometimes we enjoy a drink at the end of a week of hard work. We enjoy good wines as part of an elegant meal with pleasant company.


But there is always the other side of the coin. As a leading company in the area, Pernod Ricard is well-aware of the risks of excessive and inappropriate alcohol consumption, which is why we apply strict codes and internal processes to promote ethical marketing. We also contribute to educational programmes and campaigns that address the risks and promote moderation in the consumption of alcoholic beverages. We want our drinks to be enjoyed, leaving a pleasant aftertaste.


Pernod Ricard Sweden actively supports the fight against underage drinking, including through the financing of the educational programme “Talk about Alcohol”. Pernod Ricard Sweden also encourages responsible drinking among young adults through the “Responsible Party” programme being conducted in cooperation with the Erasmus Student Network (ESN).

Pernod Ricard also promotes projects for responsible drinking through its membership in Sprit & Leverantörsföreningen, Spirits Europe and Wine in Moderation EU.