Pernod Ricard Launches Digital Labels in Singapore to Promote Responsible Drinking

Pernod Ricard has unveiled its new digital labels across all Strategic International Brands in Singapore, marking the first rollout of this initiative in Southeast Asia. This innovative step aims to provide consumers with easy access to detailed product information, supporting informed choices about alcohol consumption in line with Singapore’s national health guidelines.

The digital label, accessible via a QR code on the back of each bottle, directs users to a dedicated webpage offering comprehensive details about the beverage, potential health risks, and responsible drinking guidelines.

This global first for the wines and spirits industry begins with French cognac house Martell, with plans to expand the digital label across Pernod Ricard’s premium brands—including Absolut vodka, Chivas Regal, Jameson Irish Whiskey, Monkey 47 Gin, Royal Salute, and The Glenlivet Scotch whiskies—by the end of 2024.

Pernod Ricard’s commitment to reducing harmful drinking is central to its corporate strategy. The company’s longstanding efforts include initiatives like the DRINK MORE WATER campaign, which raised awareness about the importance of hydration and moderation in alcohol consumption. Launched in 2023 across Southeast Asia, this campaign reached nearly 73 million people online and included outreach during major events and festivals.

To celebrate the introduction of digital labels in Singapore, Pernod Ricard is hosting an anamorphic art installation at FairPrice Finest Clarke Quay from 23 to 25 August 2024. The installation features a vintage French scale reimagined with modern 3D visuals, symbolizing the balance between enjoyment and moderation in drinking. Visitors are encouraged to interact with the artwork and share their experiences on social media for a chance to win a Pernod Ricard hamper valued at SGD 400. The hamper includes a bottle of Martell Cordon Bleu, branded merchandise, and a Drink More Water bottle, underscoring the brand’s dedication to responsible drinking.