Pernod Ricard: Responsible Hosting
CHAMPIONING RESPONSIBLE HOSTING
SUPPORTING PERNOD RICARD IN THEIR COMMITMENT TO RESPONSIBLE DRINKING
Pernod Ricard set itself an ambitious target to improve consumer awareness around responsible drinking, aiming to reach 10 million visitors across the group’s 30+ brand homes by 2030.
These brand homes include hugely recognised names such as Champagne Mumm, Jacob’s Creek, Beefeater Gin and Jameson Whiskey.
With Brand Homes set all over the world, Pernod Ricard had the difficult challenge of establishing not only what it meant to ‘host responsibly’, but also what it should look like in practice.
"We believe that by combining exceptional experiences with responsible practices, we can create a positive impact on consumers and communities."
– Laura Sileo Pavat, Global Head of Brand Homes
WHAT DOES A RESPONSIBLE HOST LOOK LIKE?
The result was a set of 18 ‘criteria’, or responsible hosting practices, which all Brand Homes are now required to adopt. These criteria cover a range of issues and practices, including:
- offering water and snacks to visitors, free of charge;
- always using measuring tools when serving alcohol;
- distributing scratch cards for guests to track how much alcohol they have consumed;
- distributing spittoons and emphasising the educational component of the tasting; and
- helping to prevent drink-driving after the visit.
Having developed the criteria for what being a responsible host entails, Pernod Ricard required independent validation of the criteria and a process for ensuring Brand Homes were meeting them. That’s where we stepped in to help!
RESPONSIBLE HOSTING IN PRACTICE
The SRA developed a two-phase, evidence-based, verification process to ensure that responsible hosting measures were in place. This entailed an initial online self-assessment, completed by the Brand Homes, followed by an in-person, unannounced ‘mystery shopper’-style visit.
This process enabled both The SRA and Pernod Ricard to be confident that the 18 responsible hosting criteria were being firmly embedded into operations and culture in each Brand Home.
The result is that each property can adopt the responsible hosting practices in a manner and style that fits with the brand, ensuring that responsible hosting isn’t just an add-on or afterthought, but instead forms a key part of each Brand Home experience.
“Working with The SRA has enabled Pernod Ricard to independently verify the responsible hosting practices across all of our Brand Homes. The verification process has been tough for some Brand Homes, but this means that we are confident that all those that have been awarded the Responsible Host badge deserve to be celebrated for their hard work to champion responsible drinking.”
– Hélène Lambert, Brand Homes Project Manager, Pernod Ricard
COMMITTED TO RESPONSIBLE DRINKING
Pernod recognises the huge importance of promoting responsibility when it comes to consuming alcohol.
As the first spirits business in the world to undertake work of this nature and scope, Pernod Ricard is demonstrating its commitment towards responsible drinking and the role it can play in raising consumer awareness around this topic.
To date, 19 of the 30 Brand Homes have passed the verification process and can confidently call themselves responsible hosts. The remaining 11 are all on their way, and the team at The SRA looks forward to celebrating even more responsible hosts in the very near future.
“The SRA has been pleased to support Pernod Ricard in this Responsible Host certification for its Brand Homes. By working together to establish a robust, evidence-based validation process, we believe that Pernod Ricard can confidently celebrate the impact that its responsible drinking initiatives are having on millions of visitors.”
– Martina Dell, Head of Projects & Consultancy, The SRA
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