Young adults are encouraged to make smart decisions and avoid binge drinking

Pernod Ricard, a worldwide leader in wine and spirits and distributor of some of South Africa’s favourite alcoholic beverages, is encouraging everyone to DRINK MORE WATER when they’re out celebrating, at home relaxing, or whenever they take time out to enjoy their favourite alcoholic drink. 

The wine and spirits distributor’s global DRINK MORE WATER campaign bravely and boldly shows the unpleasant, embarrassing, and harmful consequences of alcohol abuse. It aims to persuade young adults that there is no fun in excessive drinking and empowers them to make the right choices for themselves. 

This message rings particularly true for South Africa which has been ranked as the country with the riskiest patterns of alcohol consumption and, with the highest reported alcohol consumption in Africa – this is according to the Global Status Report on Alcohol and Health (2011).

“The first phase of the three-month campaign launched successfully on Facebook, Instagram, and Twitter. It reached over 12 million young adults, with over 46 million impressions and 2 million engagements. This led to many people having the opportunity to see and understand this important message,” says Pamela Nkuna, Corporate Affairs Director, South Africa and Sub-Saharan Africa at Pernod Ricard. “The next phase of the campaign sees DRINK MORE WATER Digital Billboards going live nationwide, to achieve even greater impact.” 

The campaign also highlights several ways to avoid binge drinking, which is defined as the consumption of an excessive amount of alcohol in a short period of time, and its damaging effects: 

  • Drink more water. Have at least one large glass of water for every alcoholic beverage you consume. Doing this will quench your thirst before you start drinking, slow down your consumption and prevent dehydration.
  • Avoid drinking on an empty stomach. 
  • Take your time. Each person processes alcohol differently, so pace yourself accordingly. 
  • No alcohol should be served, sold to, or consumed by Underage persons, and those who are visibly inebriated. 
  • Pregnant women should not consume alcohol.

Nkuna concludes, “Pernod Ricard’s DRINK MORE WATER campaign demonstrates our lasting commitment to promoting responsible and sustainable behaviour among young adults. Now that clubs, taverns, and restaurants are fully open again, South Africans can gather to safely celebrate life’s triumphs. We believe it is crucial to remind young adults that there is no conviviality in excess.”

Visit for more information on the campaign.