Posted: Monday, 05 June 2023 23:50
‘Drink More Water’ Campaign by Pernod Ricard
In wine there is wisdom,
In beer there is freedom,
In water there is bacteria.
This famous Quote is attributed to Benjamin Franklin (1706-1790), and used generously to promote wine over decades. While, delWine concurs that there is wisdom in wine for many health reasons and especially drinking a glass or two with food, we strongly discourage drinkers from avoiding drinking water. For one, the adage is almost 2 centuries old when water used to be very poor quality and full of harmful impurities and there was a reason for accumulating E.coli in the body and most households avoided drinking water and would drink litres of wine or beer instead. Indeed, many families used to drink wine, the older children included, even if it meant mixing with a lot of water, because of the belief of wine being an antiseptic product.
Pernod Ricard India has launched ‘Drink More Water’ Campaign that aims to promote responsible drinking because drinking water when consuming alcohol. This helps to keep the body hydrated, which is why it is strongly recommended to pace oneself with a glass of water while drinking.
The company has been active in playing a role in the prevention and reduction of harmful use of alcohol, through collaborations. The ‘Drink More Water’ campaign forms part of this long-standing commitment, aimed at raising awareness on mindful consumption of alcohol and nudging individuals to stay hydrated while enjoying social occasions.
Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “As a responsible corporate, our aim is to ensure that our brands are enjoyed responsibly. Our vision is to create conviviality by turning every social interaction into a genuine and responsible experience of sharing and the ‘Drink More Water’ campaign seeks to do just that. Through this campaign, we are focusing on educating consumers on making the right choices by drinking more water and staying hydrated, thereby creating a more enjoyable & responsible convivial moment.”
Embracing a digital-first approach, the campaign targets an audience above the legal drinking age, complemented by on-ground activations. With an ambitious goal to reach around 30 million consumers in India, the ‘Drink More Water’ campaign reiterates the company’s commitment to advocate responsible drinking among those who drink.
Pernod Ricard India Private Limited (PRI) is a fully owned subsidiary of Pernod Ricard South Asia and a fast-growing multinational alcohol-beverage company delivering quality products to its consumers across the country. Its wine portfolio includes the ubiquitous Jacobs Creek and Campo Viejo wines. It has a winery in Nashik to make Indian wines as well and promotes the Make in India concept.
I always tell delWine readers or anybody who wants to learn about wine, to make it a point to drink a lot of water when wine tasting- it flushes down alcohol faster. While having wine with meals, apply ‘one glass of water for one glass of 125/150 mL wine’ rule to avoid dehydration. When judging at international wine competitions where we spit every drop, I drink at least 1-2 liters of water when tasting about 50 wines.-Editor