Pernod Ricard and ESN extend responsible drinking campaign

Pernod Ricard has renewed its partnership with Erasmus Student Network (ESN) to promote responsible alcohol consumption and combat binge drinking among students. The collaboration aims to raise awareness about responsible habits and reduce alcohol-related risks during student events.

The "Responsible Party" program has been implemented in 38 countries, reaching over 450,000 students. Pernod Ricard has committed to extending the program globally to reach one million students by 2030, as part of its "Good times from Good Place" roadmap.

The program's success is attributed to its peer-to-peer approach, where students provide practical advice on responsible drinking and its health effects in a fun way, along with offering food and water at events. With traditional events limited due to health measures, the digital #SharingGoodVibes campaign provides an effective channel for prevention messages to a highly connected audience.

Launched in early April on Instagram and Facebook, the #SharingGoodVibes campaign focuses on conveying positive messages of solidarity and conviviality to young adults, encouraging responsible lifestyles. The initiative has expanded from Europe to Latin America and Africa, with an online event on May 9 attracting over 102,000 participants.

As part of the initiative, a series of video interviews will be released, featuring Pernod Ricard CEO Alexandre Ricard, ESN President Kostis Giannidis, and other influential figures discussing responsible consumption. Independent research from 2017 indicated that 88.8% of students found the "Responsible Party" program to be a useful prevention tool.