Pernod Ricard Vietnam Launches Campaign for Responsible Alcohol Consumption

Pernod Ricard Vietnam has launched its global Drink More Water campaign in the country, marked by its first in-person activation in Ho Chi Minh City. The initiative encourages consumers to alternate alcoholic beverages with water to promote a more balanced and responsible approach to drinking.

The campaign addresses a growing consumer trend of balancing social enjoyment with personal well-being. It promotes the simple habit of staying hydrated to encourage more responsible alcohol consumption. The initiative includes practical measures at partner restaurants, bars, and entertainment venues, such as serving water alongside alcoholic drinks and creating interactive experiences to foster conversations about responsible drinking.

Rather than altering how people socialize, the campaign encourages consumers to alternate their alcoholic drinks with water throughout an occasion. This practice helps them stay hydrated, pace their alcohol intake, and remain more aware of their consumption levels.

"We believe simple changes can make a significant difference," said Olivier Fages, Managing Director of Pernod Ricard Vietnam & Cambodia. "Drink More Water encourages people to enjoy moments of connection more responsibly without taking away the fun."

According to the company, the global campaign has reached hundreds of millions of consumers in over 60 countries. In Vietnam, its digital activities engaged approximately 2.5 million people before expanding to on-site consumer experiences.

Building on this initiative, the company also plans to introduce its global SplitDrinks concept in Vietnam. The concept features a dual-compartment glass, with one side for a cocktail and the other for water, designed to encourage consumers to alternate between the two naturally.

Trinh Thi Van Giang, Director of Corporate Affairs, Sustainability and Communications at Pernod Ricard Vietnam & Cambodia, said the initiative is intended to make responsible drinking more intuitive. "Our ambition is for responsible drinking to become more than just a message - it should become an experience that is natural, visible, and easy to adopt," she stated.

Both the Drink More Water and SplitDrinks initiatives are part of Pernod Ricard's global "Good Times from a Good Place" sustainability strategy, which includes a focus on responsible drinking. Through these programs, the company aims to foster more balanced consumption habits, collaborate with hospitality industry partners to enhance consumer experiences, and promote responsible alcohol consumption through practical measures that can be easily integrated into social occasions.