In a pioneering move aimed at fostering informed and responsible consumption habits, Pernod Ricard, a producer of wines and spirits, has unveiled its digital label initiative across its strategic international brands in Singapore.
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This introduction signifies the debut of the Group’s digital label endeavour in Southeast Asia, tailored to cater to consumers’ quest for transparent product insights, empowering them to make enlightened choices regarding their alcohol intake, in accordance with national health directives.
The digital label, accessed via a QR code prominently displayed on the rear packaging of all Pernod Ricard brands, aligns seamlessly with the health guidelines stipulated by Singapore’s Health Promotion Board (HPB).
By simply scanning the QR code with any mobile device, consumers in Singapore are seamlessly ushered to a dedicated webpage offering a comprehensive repository of information encompassing details about the scanned beverage, cautionary notes on alcohol-related health risks, guidelines advocating responsible drinking practices, and more.
“This debut in Southeast Asia exemplifies our commitment to democratising responsible drinking, making it not just accessible but engaging, thereby fostering informed choices with each pour,” said Alex Liu, country manager of Pernod Ricard Singapore.
The initiative by Pernod Ricard heralds a global first in the wines and spirits domain, with the digital label rollout commencing with French cognac house Martell.
By the end of 2024, the digital label is planned to be integrated across Pernod Ricard’s international brands in Singapore, including Absolut vodka, Chivas Regal, Jameson Irish Whiskey, Monkey 47 Gin, Royal Salute, and The Glenlivet Scotch whiskies.
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Past campaigns such as the ‘Drink More Water’ drive, emphasising the significance of hydration, have underscored Pernod Ricard’s dedication to instilling responsible drinking practices.
In 2023, the campaign resonated across Southeast Asia, leveraging digital platforms to captivate an online audience exceeding 73 million, complemented by on-the-ground outreach efforts during prominent events and festivals.