Maintaining strict standards around responsible consumption 

Driven by the conviction that moderate consumption pays tribute to the work of the men and women who create exceptional products, the Group this year launched initiatives to promote responsible consumption. In all the Group’s areas of operation, it wanted to demonstrate its commitment to responsible consumption (SDG 3 ) through practical measures aimed at its customers and employees. 

To better inform its customers about its products and raise their awareness of responsible consumption, the Group has signed an important agreement with five major groups of European alcohol manufacturers and several national federations. They have committed to a nutrition labeling protocol for spirits: gradually, a product’s calorie content and detailed ingredients will be displayed on containers. The new bottles produced by Rémy Cointreau will include these labels setting out the calorie content and showing the recommended consumption units. 

Members of The West Indies Rum & Spirits Producers' Association (WIRPSA), which include the Mount Gay distillery, met in Barbados to work on spreading messages of prevention surrounding abusive alcohol consumption and its effects. Together, they have committed to raising awareness among local populations to promote responsible consumption. New responsible labels with specific messages will be displayed on bottles, in particular, to combat driving under the influence, alcohol consumption by minors, and alcohol consumption during pregnancy. Nutritional information will be available on the brands’ respective websites. In addition to this initiative, rum producers adopted a new code of advertising and marketing practices for their products, to promote more responsible consumption on social networks like Facebook and Instagram. 

An active player in the promotion of responsible consumption on the Caribbean island, Mount Gay is also combating alcoholism with the local Substance Abuse Foundation (SAF ). In particular, an awareness-raising session was organised with SAF among secondary school pupils during the We Care Day in Barbados.