Pernod Ricard's new educational digital labelling system

Pernod Ricard is launching a digital labelling system to promote responsible drinking and better inform consumers about the spirits they drink.

Every bottle from Pernod Ricard's brands - which include Jameson, Chivas, Ballantine's, Absolut, Beefeater, Monkey 47, Martell, and Havana Club - will soon carry its own QR code on the back label.

These codes will redirect consumers to a platform where they can access information for each product, including a full ingredients list and nutrition facts, responsible drinking guidelines, and information about the health risks associated with alcohol consumption.

All the content will be geographically adapted - in particular local drinking guidelines that vary from country to country - and will be displayed in the local language.

A European pilot programme for the new QR codes will launch in July 2022, before being rolled out globally across all brands in the group's portfolio by 2024.

It follows Pernod Ricard's move in 2021 to add two warning pictograms to its packaging, against underage drinking and drink driving, to support the International Alliance for Responsible Drinking.

Alexandre Ricard, chairman and CEO of Pernod Ricard, said: "As a consumer-centric company committed to responsible drinking, this new digital label system strives to respond to our consumers' evolving needs. Now more than ever, consumers want to know what is in their drinks. Thanks to digital technology, this information can now be easily accessed."

29 June 2022 - Bethany Whymark