Campari, Diageo and Pernod Ricard have formed this alliance in Peru to raise awareness of alcohol consumption.
The alliance Destiladores Unidos del Perú, formed by the drinks groups Campari, Diageo and Pernod Ricard, promotes the responsible consumption of alcoholic beverages in Peru.
Coalition spokesman Patrick Feldman mentioned that this alliance seeks to unite more companies under the same purpose. “It is necessary to educate and inform the Peruvian population about the importance of making positive and conscious decisions regarding alcohol consumption in order to avoid health consequences,” he added.
Each of these companies has been committed to the community for several years. The British company Diageo (world leader in this sector), carries out the program “The pump, take conscience”. This proposal focuses on young people in school. Its purpose is to inform them about the consequences of alcohol consumption at an early age.
For its part, the French group Pernod Ricard promotes responsible drinking with its North Latam division. Through internationally recognized messages, they prevent harmful use of alcohol. The group seeks to have a positive impact in other Latin American countries such as Mexico, Colombia, Peru, Ecuador, Bolivia and Venezuela. Among other initiatives, Pernod Ricard launched a free mobile application in 37 languages to educate about responsible drinking.
Finally, the Italian group Campari is committed to promoting a culture of responsible drinking as part of a balanced lifestyle. Thanks to the Campari Academy, they offer varied, high-quality programs on cocktails and bar management. They have developed other projects such as Bartender Hero. It aims to raise awareness among bartenders about serving alcoholic beverages in moderation and being sociable.
In parallel the industry continues to reinvent itself. The current situation with the pandemic, the beverage sector innovated to offer alternatives for responsible enjoyment at home.
Don’t drink and drive. Enjoy responsibly.