Every brand promises “good times.” But for Pernod Ricard India, good times come with responsibility-to consumers, communities, and the planet. The company’s mission is clear: champion responsible drinking and pursue science-based sustainability.
Why responsibility matters in alcobev
Alcohol brings people together-but it also comes with risks if consumed irresponsibly. For PRI, it’s critical that conviviality (togetherness) always equals safety.
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Driving responsible drinking
Three standout initiatives underline PRI’s commitment:
- Drink More Water: A campaign encouraging consumers to alternate between alcohol and water, reducing overconsumption and making moderation practical.
- Autosobriety with UNITAR: A program that educates drivers on the risks of drunk driving, aligning with the UN’s road safety goals.
- Responsible Hosting standards: Training hospitality partners on safe serving practices-ensuring nightlife is not just fun, but safe.
Purpose-driven brands
PRI uses its brands to spread messages of responsibility. Seagram’s 100 Pipers has long championed the idea of “Be Remembered for Good,” spotlighting changemakers and causes-from reviving endangered Indian arts to supporting social entrepreneurs.
Sustainability with science
Beyond responsibility in consumption, PRI is leading on sustainability. The group has had its net-zero targets validated by the Science Based Targets initiative (SBTi), aligning with a 1.5°C pathway-a gold-standard commitment. Click here to read more about Pernod Ricard India.
In India, this translates into:
- Circular making: lightweight packaging, recycled content, and waste reduction.
- Water stewardship: reduced water intensity by over 50% in five years.
- Energy efficiency: plants adopting cleaner, greener production technologies.
Safe and sustainable manufacturing
PRI’s facilities in Nashik and Rocky are benchmarks of quality-both became the first in their categories to achieve FSSC 22000 food safety certification. This proves that safe, high-quality manufacturing underpins both consumer trust and responsible drinking.
The community connection
Sustainability and responsibility meet in PRI’s CSR programs: tree planting, WASH projects, and farmer training. These are not add-ons, but part of a holistic approach-where responsible consumption is matched by responsible production and community investment.
Why this approach stands out
Most companies treat responsible drinking as an awareness campaign. PRI treats it as a culture shift-backed by training, certification, and partnerships. Most companies set vague sustainability goals-PRI backs its climate targets with SBTi validation.
That’s what makes the company’s promise of “Good Times from a Good Place” credible.