Pernod Ricard South Africa – one of the largest distributors of leading premium spirits brands in the country – recently launched their 1-4-1 campaign, where responsible conviviality is at the heart of the message.

Everyone knows that you’re supposed to drink one glass of water for every alcoholic drink to ensure you’re acting responsibly – not necessarily so you can drive (please don’t), but it’s helpful not to wonder what you said or how you acted the night before; whether you’ll be able to look your friends in the eye again without feeling embarrassed.

Stay stylish, party longer

With their stylish, stackable, signature glass bottle, Pernod Ricard is promoting the idea of water as the ‘drink to drink between drinks’. Sipping on H2O has never been this fashionable and trendy, and helps to keep the party going for longer.

As the festive season is synonymous with parties, the 1-4-1 campaign is timely and underscores Pernod Ricard South Africa’s commitment to the promotion of responsible drinking habits in line with the Association for Alcohol Responsibility and Education’s code of commercial communications.

The code raises concerns around the serious impact on public health associated with the harmful use of alcohol and seeks to champion moderate consumption of beverage alcohol as part of a healthy lifestyle.

“People are at the heart of everything we do. As creators of conviviality, we are constantly looking at innovative ways in which our consumers can enjoy our premium brands in the company of friends and loved ones in a responsible manner. We know people want to have fun but we also want to be conscientious about balancing every drink with water,” says Managing Director, Paul Scanlon.