A glass divided into two that allows consumers to alternate between a cocktail or a mixed drink and water. That is the proposal launched by the Pernod Ricard group to promote responsible consumption, adapting to new trends in the field of spirits, where moderation has gained ground in recent years.
The initiative is articulated under the “Split Drinks” concept and seeks to promote responsibility without compromising the premium ritual associated with its drinks. “With a simple redesign of the drinking experience, SplitDrinks brings balance to social occasions in a visible and intuitive way. A glass, broken in two. A side for the cocktail. A side for the water, without ever compromising the pleasure, craftsmanship, quality or conviviality of the moment”, they have explained from the company through social networks.
The initiative is part of the “Drink More Water” platform, launched by Pernord Ricard in 2021. It initially sought to promote moderation among younger users after the months of confinement due to the pandemic and the restrictions imposed on nightlife. However, the platform has evolved over time guided by the group’s commitment to promoting behaviors that resonate with today’s consumers.
“Drink More Water” was promoted by the Responsible Party team, a program launched by Pernod Ricard in 2011 in universities in Europe with the support of the Erasmus student exchange network. Its mission is to raise awareness among young adults about drinking alcohol responsibly.
In this sense, “Split Drinks” would represent the staging of that call for balance in alcohol consumption that the company has been making for years. “With the global launch of ‘Split Drinks’, our responsible consumption campaign ‘Drink More Water’ evolves with a simple idea: a glass, divided into two, allowing our consumers to alternate between a cocktail and water, naturally dosing consumption and remembering the importance of hydration“, commented Sébastien Mouquet, CEO of Pernod Ricard Iberia. “We incorporate moderation directly at the time of consumption with the help of our brands, ambassadors of responsibility”.
As confirmed by the company to reason.Why“Split Drinks” is a design and communications activation of “Drink More Water,” and Pernod Ricard has no merchandising plans for the glassware.
However, as company executives from different markets have shared through LinkedIn, the initiative has been presented globally at an event that took place on April 28 at the Lucky Cat restaurant, owned by popular chef Gordon Ramsay, in London. There, Pernord Ricard has served cocktails and mixed drinks in glasses divided into two parts: one for the alcoholic beverage and the other for water. They were also accompanied by a coaster with the “Split Drinks” motto, “One glass to enjoy your night, one glass to enjoy tomorrow.”
In addition, from the “Drink More Water” platform they have also published a video, in collaboration with the London bar Pands & Sons, in which the mixologist prepares a Split McPherson, using the divided glass. During the video, the importance of staying hydrated and responsible alcohol consumption is reminded.
“Split Drinks” would be supported by the communication of the group’s brands, such as Ballantine’s, Jameson, Chivas, Absolut or Martell, as shared by the company’s directors.
In the case of Spain, the campaign will be present in digital media.
“A small design change with a significant impact on the drinking experience. The most significant thing about the initiative is how perfectly the object integrates into the moment. Does not impose behaviors, but gently enables them“; commented Sébastien Borda, Global Vice President of Marketing for the Prestige Brands area, through LinkedIn. “The brands here are not left out of the experience, they become natural ambassadors within it. This is where responsible communication with alcohol is most relevant today: not as a message, but as a design integrated into real social rituals.”.
