Cambodia Investment Review
Pernod Ricard is expanding its digital campaign ‘Drink More Water’ in Cambodia, raising awareness on the importance of drinking water and pacing oneself when consuming alcohol. ‘Drink More Water’ was launched in 2021 in Europe, Africa and Latin America and has since successfully reached more than 110 million people in 3 continents. On June 5, 2023, the campaign will be expanded in 14 markets in Asia including Cambodia, with a new set of assets adapted for the region. The goal is to reach more than 87 million people across Asia.
World leading premium spirits company
As the world’s leading premium spirits company and ‘Créateurs de convivialité’, Pernod Ricard strongly believes that there can be no convivial moments with excess. Throughout the years, the company has been active in playing a role in the prevention and reduction of harmful use of alcohol, through collaborative efforts with industry members, civil society, governments, and local authorities, as well as global institutions and consumers at large. The ‘Drink More Water’ campaign forms part of this long-standing commitment, tackling one area of harmful drinking – binge drinking and promoting responsible drinking with those who choose to drink.
Drinking water when consuming alcohol helps to keep the body hydrated and helps protect the brain, which is why it is strongly recommended to pace oneself with a glass of water. By depicting consumers cheering with water during 3 of the most typical social occasions in Asia – gathering at a casual bar, enjoying a business dinner and partying at a night club – Drink More Water emphasizes the importance to make the right choices for a safe and pleasant night to remember.
The campaign will be amplified through digital means, targeting an audience above Legal Drinking Age up to 55 years old, and will be accompanied by on-the-ground activations through a partnership approach. In Cambodia, the goal is to reach at least 5.4 million people.
Mr. Daren Ong, Managing Director of Pernod Ricard Cambodge said: “‘Drink More Water’ is a concrete example that demonstrates our lasting commitment as Pernod Ricard to ensuring that our brands are enjoyed responsibly. Building on the campaign’s success to-date, we believe this marks the right time to launch this important campaign in Cambodia. Our mission of creating Conviviality requires us to help adult consumers make responsible choices about whether, when, how and how much to drink.”
To learn more about the Drink More Water campaign, please visit drinkmorewater.asia and search #drinkmorewater on Facebook and Instagram.
Pernod Ricard’s portfolio
Pernod Ricard is the No.2 worldwide producer of wines and spirits with consolidated sales amounting to €10,701 million in fiscal year FY22. The Group, which owns 17 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive portfolios in the industry with over 240 premium brands distributed across more than 160 markets.
Pernod Ricard’s portfolio includes Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur or Mumm and Perrier-Jouët champagnes. The Group’s mission is to unlock the magic of human connections by bringing “Good Times from a Good Place”, in line with its Sustainability and Responsibility roadmap. Pernod Ricard’s decentralised organisation empowers its 19,480 employees to be on-the-ground ambassadors of its purposeful and inclusive culture of conviviality, bringing people together in meaningful, sustainable and responsible ways to create value over the long term.
Executing its strategic plan, Transform & Accelerate, Pernod Ricard now relies on its “Conviviality Platform”, a new growth model based on data and artificial intelligence to meet the ever-changing demand of consumers. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code:FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.
