Responsibility embedded in the business DNA

Pernod Ricard is one of the global leaders in the alcohol industry, and it has always put a strong emphasis on sustainability. How important is the group’s strategy – Good Times from a Good Place – to you?

For us, it is the very foundation of our operations. The Good Times from a Good Place strategy, implemented globally between 2020 and 2030, is a coherent roadmap for our activities in the area of sustainable development and responsibility. Based on four pillars – Nurturing Terroir, Valuing People, Circular Making and Responsible Hosting – it translates into specific, measurable goals and indicators. In practice, this means that our business decisions always take into account our responsibility towards people, nature and the communities in which we operate.

Let’s start with the first pillar – Nurturing Terroir, or caring for the place of origin. How does this translate into actions in Poland?

We understand ‘terroir’ more broadly than just soil and climate – it is the entire ecosystem: people, land and biodiversity. As part of our global activities, we have conducted an analysis of ecosystem resilience in key locations, in accordance with the Science Based Targets for Nature guidelines, based on which local plans for climate change adaptation and biodiversity protection have been developed. In Poland, our focus is to work withsuppliers and support sustainable agriculture. For example, already around 90% of the potato spirit used in our production comes from crops certified in line with sustainable standards.

The second pillar of the strategy is Valuing People. How do you build an organisational culture based on these values?

This is an area we are extremely proud of. We want to build a work environment offering equal opportunities, safety and inclusion. Globally, we have implemented the Disability Framework, which provides support for people with disabilities, and the It’s all about Conviviability campaign, promoting cooperation, respect and openness.

In Poland, we implement these values through the Równo=Ważni group, which operates in four pillars: cultural and generational diversity, support for the LGBTQ+ community, as well as people with disabilities and neurodiversity. It is an initiative combining educational, communication and organisational activities, which strengthens the sense of belonging throughout the company. The group acts as internal ambassadors of inclusion, representing different departments and business perspectives. Their goal is to support dialogue and everyday practices that truly build a culture of openness in the workplace.

It is also worth noting that 40% of our board members in the Central Europe are women, and there is full gender pay equity throughout the organisation. For us, inclusion is not a trend, but a source of competitive advantage – it allows us to understand the world better and respond to the needs of our employees, partners and consumers.

How does caring for the health and safety of employees translate into everyday work culture?

The health and safety of our employees is a priority that is embedded in our daily operations. We perceive it to be a shared value that is lived out every day. That is why we promote a culture of shared responsibility – for ourselves and for others – in line with the theme Taking care of each other.

We organise Safety Days, during which we teach employees how to respond in crisis situations and raise awareness of potential hazards. The Safety Ambassadors programme recognises employees who care about the highest standards, and the Care by Learning initiative supports prevention and practical training.

As a result, we are building an environment where caring for physical and mental health becomes a natural part of everyday life – regardless of one’s position or place of work.

The third pillar is Circular Making – closed-loop manufacturing. What goals have you achieved in this area?

We treat it as an investment in the future. In FY25, the Pernod Ricard Group achieved its key objective: ensuring that 100% of electricity comes from renewable sources in all its sites.

We are also developing eco-design projects, piloting packaging reuse and increasing the use of recycled materials. In the area of water management, we have implemented incident prevention and consumption monitoring systems. Thanks to cooperation with suppliers, we have improved Scope 3 emissions reporting, which forms the basis for further reduction of the carbon footprint throughout the supply chain.

The fourth pillar – Responsible Hosting – concerns responsible alcohol consumption. How do you implement this aspect in Poland?

This is an extremely important area of our business. We want alcohol consumption to be a conscious choice and to promote balanced and convivial drinking. That is why we run educational activities, such as the Drink More Water campaign, which in Poland reached around 200,000 participants at music and student events, and in 2025 reached 2.7 million young adults in the digital space.

As part of The Bar World of Tomorrow programme, we have already trained over 1,200 bartenders how to serve alcohol in a responsible manner and exercise sustainable bar practices – from saving water and energy to reducing waste and responsible purchasing.

Technological innovations such as digital labels also play a key role in this area. How does this solution support consumers?

Digital labels are a great example of combining technology with education and responsibility. There is a QR code on every single bottle that offers access to information about the ingredients, nutritional values and responsible consumption guidelines. This tool is already in use in 166 countries and over 1.3 billion bottles with digital labels have been shipped worldwide. This makes each of our bottles a point of contact with the consumer – and an opportunity to make an informed choice when shopping.

How do you see the future of the non-alcoholic category, the so-called No & Low?

It is a very dynamically growing segment, responding to changing consumer expectations. In Poland, we have introduced Beefeater 0.0%, the non-alcoholic version of a beverage. We want everyone to have a choice. This is a natural extension of our mission to promote balanced and convivial drinking.

Finally, what is the biggest challenge in implementing such a broad ESG strategy?

Consistency. Sustainable development is a process that requires continuous improvement, dialogue and cooperation – both within the company and with external partners. For us, it is not a project, but a way of thinking and acting. We want all ‘good times’ with Pernod Ricard brands to also come from a good place – for people, nature and future generations.