COMMITMENT TO RESPONSIBLE DRINKING
Training and awareness campaigns for our teams: a key stage in encouraging responsible drinking
A working group was formed in 2021/2022 with representatives of the Group, its sites, Houses and markets to draw up a programme to encourage responsible drinking. The aim is two-fold: embed these best practices inside the company and spread the message to the public.
Within the Group, the first step was the proprietary "R.E.S.P.E.C.T." programme, launched just before the holidays in December to promote responsible drinking. It aims to encourage the Group’s men and women to enjoy its exceptional wines and spirits responsibly through a ritual of seven easy and memorable steps (see sidebar).
This initial stage will be followed by the launch in June 2022 of a compulsory e-learning module on responsible drinking. It will include key figures, best practice and simulation exercises and a self-assessment test, all available in Chinese, English and French, to deepen awareness about how important it is to consume alcohol sensibly. This is a decisive step in the Group’s approach to this important issue. The policy also includes supporting key people, including the sales teams, brand ambassadors, Cellar Masters and their teams, as well as the House CEOs, who often front our commercial representation.
The Group has also introduced zero tolerance for drink driving for its international ambassadors, who have car key breathalysers to self-test before they turn on the ignition. Ambassadors are also encouraged - insofar as possible - to suggest customers get a feel for its products by appreciating their aromas rather than actually tasting them. This innovative and alternative approach is another way of encouraging people to discover and appreciate the sublime flavours of the Group’s products. The method is included in the training for sales personnel at airports and bartenders.
Turning to external communications, the Group’s Houses will be encouraged to contribute to these alcohol awareness campaigns. The House of Cointreau launched "alternative cocktails", a novel idea to encourage people to drink responsibly. "Alternative cocktails" are a separate category with an alcohol content in the range of 1.2° to 8° and whose ingredients do not exceed a combined equivalent of 25 ml of 40° alcohol per glass. Because they are not alcohol-free, the brand encourages consumers to embrace moderation and drink responsibly. "Alternative cocktails" now make up 10% of Cointreau’s cocktail recipes, a share set to rise to 20% by 2025.