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Stock Spirits rolls out responsible drinking initiative

11 December 2024 By Melita Kiely

Stock Spirits Group has doubled down on its commitment to promoting responsible drinking with a new marketing policy.

Stock Spirits Group, whose portfolio includes Clan Campbell Scotch whisky, has created its new marketing communication policy to also align with its wider sustainability strategy.

Nicolas Mazuranic, chief marketing officer of Stock Spirits Group, said: “This policy reaffirms Stock Spirits’ commitment to balancing consumer engagement with corporate responsibility.

“By establishing a clear and robust framework, we are setting a benchmark for all marketing efforts across the group, ensuring we uphold the highest standards of credibility, honesty and respect in every interaction with our adult consumers.”

The new policy includes ‘three R’ approach: responsibility, respect, and responsible drinking.

Stock Spirits has recommitted to using responsible consumer marketing, targeted only towards adults above legal drinking ages. The company will also respect consumer choices, including those who opt out of drinking, whatever their reasons. Plus, it will work to educate people about safe and moderate alcohol consumption.

In keeping with Stock Spirits Group’s sustainability strategy, responsible drinking is at the centre of its ‘People’ pillar, the company said.

Key parts of the initiative include consumer and employee education through the #TasteItSmart programme, which offers guidance on alcohol consumption and its impact on people. By 2027, the group’s products will feature all three responsible drinking icons, and list information on packs and online.

In October, SB spoke to Stock Spirits Group’s CEO, Jean-Christophe Coutures, who explained how the company is carving out a lucrative niche in the mainstream of the spirits industry.