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Pernod launches phase two of Drink More Water

Pernod Ricard has launched the second wave of its Drink More Water campaign to promote responsible drinking.

Pernod Richard-owned absolut vodka bottles
Absolut vodka is part of the Pernod Ricard portfolio

Pernod Ricard aims to encourage people enjoy their nights out without getting too carried away, by discouraging binge-drinking alcohol.

Drink More Water, which first launched back in 2021, aims to take a direct and disruptive approach with its message. Its aim is to raise awareness about overconsumption among young adults, and to encourage water to be more readily available at events to reduce harm.

According to Pernod Ricard, water is vital in breaking down the consumed alcohol in your body while revitalising cognitive function.

The effects of dehydration can have a negative impact on both brain structure and functionality amongst young adults.

Drink More Water is the latest initiative to be part of Pernod Ricard’s global Sustainability & Responsibility endeavour: Good Times from a Good Place.

The hydration programme was built on the foundations of the organisation’s previous prevention campaign, Responsible Party, which launched back in 2009.

The digital movement was created with the help of the Buzzman agency, and director Thomas Mailaender, in an effort to create a safer environment for the next generation of alcohol enthusiasts.

The campaign has made a splash since its founding three years ago, making a difference in more than 60 countries online and on the streets. Its mission is garnering a huge online following of 400 million people across Instagram and Facebook, and rehydrating more than nine million attendees at festivals.

The hope is that the campaign will expand its reach and grow its following to one billion adults across social media by 2025.

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