"A Glass of Water at the Table"... Whisky Company Launches 'Responsible Drinking' Campaign

Pernod Ricard Korea Launches "Drink More Water" Campaign
Fostering a Culture of Responsible Drinking Through Integrated Online and Offline Initiatives

Pernod Ricard Korea is conducting its responsible drinking campaign, "Drink More Water."

The "Drink More Water" campaign encourages the habit of drinking water alongside alcoholic beverages. The company is communicating with consumers both online and offline by highlighting the importance of hydration while drinking and sharing practical responsible drinking tips through various channels. Through these efforts, Pernod Ricard Korea aims to help people easily practice responsible drinking in their daily lives.

Earlier in the second half of this year, Pernod Ricard Korea operated the "Drink More Water Zone" at the Seoul Bar & Spirit Show and at three major Jameson music festivals, delivering responsible drinking messages on-site. Visitors could check responsible drinking tips in person and participate in a pledge to practice responsible drinking by scanning a QR code.

In addition, considering that social gatherings increase towards the end of the year, the company is actively rolling out digital campaigns. At the end of last month, Pernod Ricard Korea, together with Jameson, held a taxi coupon event for adults who participated in the online responsible drinking pledge, encouraging responsible drinking and safe rides home. This month, the company is continuing its digital campaign by sharing responsible drinking messages and practical tips through the Ballantine's social media channels.

These activities are based on the results of four awareness surveys conducted from July to October. According to the surveys, 64% of all respondents were already aware of responsible drinking, and the effect of raising awareness was even greater when offline experiences were combined with repeated exposure through digital channels. Based on these findings, Pernod Ricard Korea has further strengthened its digital campaigns in the second half of the year to spread and establish a culture of responsible drinking.

To further amplify the impact of its message and encourage consumers to practice the intuitive idea of "responsible drinking starts with a glass of water-even at drinking occasions," the company is running a digital campaign from the end of the year through Lunar New Year. The campaign features comedians known for their witty and creative content, as well as artists popular for their dance and lifestyle content.

Jiminju, Executive Director of Human Resources and External Affairs at Pernod Ricard Korea, stated, "Establishing a culture of responsible drinking is something that must be created together across generations, so the message should be easy to understand and the methods easy to practice. We will continue to work on spreading the message and raising awareness so that adult consumers can naturally recognize and practice responsible drinking in their daily lives."