In a bid to get South Africans to consume alcohol more responsibly, Pernod Ricard South Africa has launched its 1-4-1 campaign.
The message behind 1-4-1 encourages people to drink a bottle of water for every alcoholic drink they consume.
As a leading distributor of premium spirit brands such as Jameson, Absolut and Chivas Regal, Pernod Ricard revealed the stylish, signature 1-4-1 bottle to promote water as the “drink to drink between drinks”.
Managing director Paul Scanlon said: “We know people want to have fun, but we also want them to be aware about balancing every alcoholic drink with water.”
While drinking water may not be fashionable and trendy, it does aid the body’s metabolism of alcohol as well as extending the enjoyable socialising that comes with drinking.
This campaign is in line with the liquor distributor’s commitment to the promotion of responsible drinking habits as it is laid out in the Association for Alcohol Responsibility and Education code of commercial communications, which can be seen at aware.org
The code raises critical concerns about the serious effects associated with the harmful use of alcohol on public health. It seeks to champion moderate consumption of alcohol beverages as part of a healthy lifestyle.
