PERNOD RICARD INTRODUCES DIGITAL LABELS ACROSS ITS STRATEGIC INTERNATIONAL BRANDS IN SINGAPORE TO PROMOTE RESPONSIBLE DRINKING

The first digital label launch in Southeast Asia to help consumers make informed drinking decisions in alignment with national health guidelines

Pernod Ricard, a leading wine and spirits producer, today announced the launch of its digital labels across all Strategic International Brands in Singapore. This marks the inaugural rollout of the Group’s digital label initiative in Southeast Asia (SEA), that answers consumers’ needs for accessible product information, to help them make informed decisions about whether and how much they drink, in line with national health guidelines.

The digital label, accessible through a QR code, is printed on the back label of all Pernod Ricard brands. It has been developed in accordance with national health guidelines set by Singapore’s Health Promotion Board (HPB). By scanning the QR code with any mobile device, consumers in Singapore will be led directly to a dedicated webpage that provides in-depth product information of the beverage scanned, alcohol-related health risks, guidelines on responsible drinking, and more.

This will be the first digital label introduced globally by a wines and spirits group. Starting with French cognac house Martell, the digital label will be available across the Group’s premium international brands in Singapore by the end of 2024, including Absolut vodka, Chivas Regal, Jameson Irish Whiskey, Monkey 47 Gin, Royal Salute and The Glenlivet Scotch whiskies.

Pernod Ricard strongly believes that there can be no convivial moments with excess. Reducing harmful drinking is core to the Group’s corporate premiumisation* strategy. Throughout the years, the company has been active in playing a role in the prevention and reduction of the harmful use of alcohol, through collaborative efforts with industry members, civil society, governments and local authorities, as well as global institutions and consumers at large. This includes the DRINK MORE WATER campaign, which looks to raise awareness on the importance of drinking water and pacing oneself when consuming alcohol. In 2023,  successfully launched the campaign across SEA, leveraging social media platforms to engage an online audience of close to 73 million. In addition to online activations, our efforts also included on-the-field outreach, notably during large scale events and festivals.

To celebrate the launch of the digital label in Singapore, Pernod Ricard has unveiled an anamorphic art installation at FairPrice Finest Clarke Quay from 23 to 25 August 2024. At the heart of this eye-catching installation is a striking vintage French scale, reimagined with a modern interplay of 3D visuals and dynamic patterns, symbolising the balance between enjoyment and moderation in alcohol consumption. This installation invites the general public to experience art in an interactive way, highlighting how a shift in perspectives can obscure life’s beauty – a reminder to embrace responsible drinking to fully appreciate the moment.

Visitors are invited to engage with the artwork and capture their experiences on social media. By posting an image of themselves with the artwork on Instagram tagging @PernodRicard with the hashtag #DrinkMoreWaterSG, participants can enter to win an exclusive Pernod Ricard hamper valued at SGD 400. The hamper includes a bottle of Martell Cordon Bleu 700mL, branded merchandise, and a Drink More Water bottle, reflecting the brand’s commitment to support responsible drinking.

Learn more about the digital label here, which includes more information on Pernod Ricard’s responsible drinking initiatives as well.