Pernod Ricard tackles binge drinking through Make Memories, Not Hangovers campaign in Asia

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Pernod Ricard tackles binge drinking through Make Memories, Not Hangovers campaign in Asia

Pernod Ricard, the world’s second largest wines and spirits company, is ramping-up its commitment towards sustainability and responsibility by today launching its first cross-market alcohol awareness social media campaign in Asia, addressing the dangers of binge drinking and promoting responsible drinking.


‘Make Memories, Not Hangovers’, a month-long social media campaign, aims to raise awareness among young adults on the dangers of binge drinking and how to drink responsibly.

It will be rolled out in Japan, Korea, Taiwan, Hong Kong and the Philippines, from today (January 6) to February 6, 2022.

The COVID-19 pandemic has changed drinking habits, shifting places of consumption from bars and restaurants to home, leading to an increase in solo drinking and a risk of harmful use of alcohol – in particular, among young adults. As the spread of new variants of COVID-19 may lead to ongoing restrictions in Asia, Pernod Ricard commits to educating consumers to enjoy its products responsibly.

The social media campaign will be rolled out in two phases. The first phase will raise awareness through a video campaign on how much drinking is binge drinking, the dangers related to this drinking practice and how to drink responsibly, when one chooses to drink. The second phase will evaluate the impact of the campaign through an incentivized quiz.

As a leader in the wine and spirits industry, Pernod Ricard recognizes its responsibility to contribute towards reducing alcohol-related harm. In 2021, the Group launched a new and innovative digital campaign in Europe, Africa and Latin America, aimed at tackling the issue of binge drinking through a simple call-to-action: “Drink More…Water.” With “Make Memories, Not Hangovers” in Asia, the Group aims to extend a message of responsibility around the world.

“As “Créateurs de Convivialité”, we want to unlock the magic of human connections and bring people together with our products. This is why we believe there is no conviviality with excess. Our mission of creating Conviviality requires us to help adult consumers make responsible choices about whether, when and how much to drink”, said Hermance de la Bastide, VP For Corporate Affairs and Sustainability and Responsibility (S&R) at Pernod Ricard Asia.