Pernod Ricard launches digital labelBy Alice Brooker
Havana Club owner Pernod Ricard has unveiled its digital label system to improve the company’s transparency on product content and health information.
The digital label has been introduced to inform consumers about responsible drinking.
It will be rolled out as a European pilot programme in July, followed by a global launch across all brand’s in Pernod Ricard’s portfolio by 2024.
Alexandre Ricard, chairman and chief executive officer of Pernod Ricard, said: “As a consumer-centric company committed to responsible drinking, this new digital label system strives to respond to our customers’ evolving needs.
“Now more than ever, consumers want to know what is in their drinks. Thanks to digital technology, this information can now be accessed easily. I am proud that Pernod Ricard continues to be an industry pioneer in spearheading such a proactive initiative.”
Last year, Pernod supported the International Alliance for Responsible Drinking’s (IARD) commitments with the addition of two ‘warning pictograms’ on its packaging, advising against underage drinking and drink driving.
Every bottle of Pernod’s brands will soon display its own QR code, and once scanned this will direct consumers to an exclusive platform with information on, including: ingredients and nutrition; health risks; and responsible drinking guidelines.
All content will be altered according to geographical specificities, such as local drinking guidelines.
In April, Pernod Ricard saw sales increase by 20% in the third quarter of fiscal 2022, boosted by double-digit growth across all regions. it registered an organic net sales growth of 17% for the first half of fiscal 2022.
Absolut owner Pernod Ricard said it would add age-restriction labels to all bottles in 2021, three years ahead of its target.
The target of adding age restriction labelling by 2024 was made alongside 11 alcohol firms, including Diageo and Brown-Forman, who are all members of the IARD. The move was first announced in January 2020.