Pernod Ricard has rolled-out the first Responsible Host Certification program in the spirits industry, an initiative the company said underscores its commitment to excellence in consumer experience and responsible consumption in all its public-facing ‘Brand Homes’.
Pernod Ricard brand homes are homes where visitors can explore the rich heritage, meticulous craftsmanship, and exceptional quality of the company’s premium spirits and wines. Most of them date back more than a century and, as an important part of our legacy, they are the perfect way to discover those brands, the company said.
In a statement, they said: “Located in the heart of the greatest terroirs across the globe, from Scotland to the United States and encompassing Japan and France, these brand homes are designed to provide an unforgettable experience that combines education, entertainment, and tasting sessions. And include the responsibility in this journey was simply being true to what conviviality is about – an authentic moment about sharing and naturally caring.
“In line with our dedication to consumer safety and well-being, we have also introduced the Responsible Host Certification. This initiative aims to educate and certify establishments and individuals in responsible serving practices, ensuring a safe and enjoyable environment for all.
“To be accredited “Responsible Host”, Brand Homes must put in place 18 responsible drinking practices during their tours to empower guests to make the right choices about alcohol while educating them on mastering the art of tasting. Some of responsible drinking criteria include:
• Offering water and snacks to visitors free of charge
• Always using measuring tools used when serving alcohol
• Distributing scratch cards for guests to track how much alcohol they have consumed
• Distributing spittoons and emphasizing the educational component of the tasting
• Helping to prevent drink-driving after the visit.
“To obtain “Responsible Host” badge, each Brand Home must undergo a two-phase verification process that ensures application of high standards. This includes a self-assessment phase followed by a mystery shopper visit, with findings assessed against all 18 Responsible Hosting criteria by an independent third-party, The Sustainable Restaurant Association.”
Laura Sileo Pavat, Global Head of Brand Homes said: “We believe that by combining exceptional experiences with responsible practices, we can create a positive impact on consumers and communities.”
Martina Dell, Head of Projects & Consultancy, The SRA added: “By working together to establish a robust, evidence-based validation process, we believe that Pernod Ricard can confidently celebrate the impact that its responsible drinking initiatives are having on millions of visitors.”
