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Pernod creates Responsible Host Certification

Jameson owner Pernod Ricard has created a Responsible Host Certification programme in a commitment to supporting responsible drinking.

Jameson Irish whiskey
Jameson Bow Street is among the brand homes that have been certified ‘Responsible Hosts’

The initiative aims to educate and certify establishments and individuals in responsible drinking practices.

Pernod Ricard is the first spirits company to have designed a programme like this for its public-facing brand homes.

To receive the ‘Responsible Host’ accreditation, brand homes must introduce 18 responsible drinking practices during their tours to allow guests to make the right choices about alcohol, while simultaneously learning about tasting spirit.

Examples of the required 18 practices include: offering free water and snacks to visitors; always using measuring tools when serving alcohol; offering guests scratch cards so they can keep track of how much alcohol they have consumed; distributing spittoons and stressing the educational component of the tasting; and helping to prevent drink-driving after the visit.

To receive the ‘Responsible Host’ badge, each brand home must complete a two-phase verification process to ensure standards are being met. This will include a self-assessment and a mystery shopper visit.

Laure Silea Pavat, global head of brand homes, said: “We believe that by combining exceptional experiences with responsible practices, we can create a positive impact on consumers and communities.”

To date, 16 of Pernod Ricard’s 30 brand homes have been certified as ‘Responsible Hosts’. These include: The Glenlivet Distillery, The Wild Monkey Distillery, Beefeater Gin Distillery, Jameson Distillery Bow Street, and Indigo by Martell, to name just a few.

Pernod Ricard hopes to have welcomed 10 million visitors across its sites by 2030.

Martina Dell, head of projects and consultancy, The SRA (Sustainable Restaurant Association), said: “By working together to establish a robust, evidence-based validation process, we believe that Pernod Ricard can confidently celebrate the impact that its responsible drinking initiatives are having on millions of visitors.”

In March this year, Pernod Ricard launched phase two of its Drink More Water campaign to promote responsible drinking.

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