The policy underscores the group’s commitment to promoting responsible alcohol consumption and respecting consumer choice as well as aligning to its broader sustainability strategy.
Nicolas Mazuranic, CMO of Stock Spirits Group, stated: “This policy reaffirms Stock Spirits’ commitment to balancing consumer engagement with corporate responsibility. By establishing a clear and robust framework, we are setting a benchmark for all marketing efforts across the group, ensuring we uphold the highest standards of credibility, honesty and respect in every interaction with our adult consumers.”
The 3R approach – Responsibility, Respect and Responsible Drinking
At the heart of the new policy is the 3R approach, a guiding principle centred around three key pillars:
- Responsible consumer marketing – The group is committed to marketing its products to adult consumers only and all information will be accurate, substantiated and presented in a fair and truthful manner.
- Respecting consumer choice – Recognise and respect consumer preferences, including those who choose abstinence, for cultural, religious or personal reasons. The group continues to innovate in low and no-alcohol variants and provide transparent product information so consumers can make informed choices.
- Responsible drinking – Play a key role in educating and supporting the importance of safe and moderate alcohol consumption.
A commitment to people – connecting marketing with sustainability
The new marketing policy is also closely aligned to the group’s sustainability strategy, with a ‘Responsible Drinking’ at the centre of its ‘People’ pillar. The key points of the initiative include consumer and employee education with the #TasteItSmart programme offering guidance on alcohol consumption and its impacts, and that by 2027 all products will feature three responsible drinking icons and list clear and concise consumer information on-pack and online.
“The sustainability strategy reflects our accountability as a leading spirits producer,” Mazuranic added. “The decision to integrate responsible marketing practices within our sustainability goals highlights that we are strongly committed to driving meaningful change whilst delivering value to our consumers, society, and the wider spirits industry.”
The new marketing communication policy is being rolled out across the group from beginning of December.
