Pernod Ricard confirms use of age-restrictive labelling

Rollout of initiative is three years ahead of plan

Beverage company Pernod Ricard starts using age-restriction labelling
Beverage company Pernod Ricard starts using age-restriction labelling

As one of more than 150 initiatives currently being developed to promote responsible drinking, Pernod Ricard announced this week that it will begin the use of age-restriction labelling on all bottles produced this year. Pernod Ricard, producer of brands such as Beefeater and Perrier-Jouët, is one of twelve leading alcohol companies to pledge to reduce underage drinking across the globe as part of the International Alliance for Responsible Drinking (IARD). Other members include Anheuser-Busch, Carlsberg and Molson Coors. 

The action, one of five announced by the IARD, calls for symbols or words to be added to labels on alcoholic drinks stating that consumption is not for minors. Although the action was announced in January 2020 with a target date of 2024 for implementation, Pernod Ricard has moved that target forward to this year. 

According to a recent press release, some of Pernod Ricard’s other initiatives to promote responsible drinking are currently centered around training their employees on the risks of excessive drinking; battling underage and binge drinking through their “Responsible Party” project and the “Proof of age – I check” initiative; and promoting responsible drinking guidelines through global digital campaigns in the age of digital drinking.  

No stranger to utilizing their bottles as warning labels, Pernod Ricard began placing warnings about alcohol consumption during pregnancy back in 2007.
 

 

 

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