Pernod Ricard is preparing for the global rollout of a product and responsible-drinking quick response (QR) code across its brand portfolio.
The ‘digital label system’ will be the subject of a trial in Europe that starts next month. As well as ingredient and nutritional information, the consumer will also be able to use the QR code to access details of health risks related to alcohol consumption as well as drinking guidelines for the relevant country.
The code will appear on selected Pernod brands in Europe ahead of a worldwide release for the group’s whole portfolio “by 2024”.
According to the group, the project builds on its addition of “warning pictograms” regarding underage drinking and drink-driving to labelling last year.
Pernod is a member of the industry-funded International Alliance for Responsible Drinking non-profit, along with peers Diageo, Bacardi, Beam Suntory and Brown-Forman, among others.
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