A new pilot program by Pernod Ricard will see a QR code featured on all its brands in Europe to provide consumers with product information and promote responsible drinking.

The pilot, to be launched in Europe this month, will enable consumers to access drinking guidelines and relevant information for each product they purchase via the scanned QR code on the back label of the bottle. This includes:

  • The list of ingredients and full nutrition facts that Pernod Ricard will be providing together with the European wine and spirits associations;
  • Information about the health risks associated with the consumption of alcohol, and where to find relevant information in their country; and
  • Responsible drinking guidelines issued by their country’s government authorities, including information about standard drinks and who should not drink alcohol, as well as a link to a consumer information website.

All available content will be displayed in the local language and will include local drinking guidelines that vary from one country to another.

“As a consumer-centric company committed to responsible drinking, this new digital label system strives to respond to our customers’ evolving needs. Now more than ever, consumers want to know what is in their drinks. Thanks to digital technology, this information can now be accessed easily,’ said Alexandre Ricard, chairman and CEO of Pernod Ricard, confirming his pride that the company “continues to be an industry pioneer in spearheading such a proactive initiative”.

The  pilot program of the digital label system will be launched in Europe this month, before being rolled out globally across all brands in the Group’s portfolio by 2024.

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