In a bid to get South Africans to consume alcohol more responsibly, Pernod Ricard South Africa has launched the 1-4-1 campaign to encourage people to adopt and maintain a culture of consuming one bottle of water for every alcoholic drink.

The leading distributor of premium spirits brands like Jameson, Absolut and Chivas Regal has innovated a stylish, signature 1-4-1 bottle, to promote the idea of water as the ‘drink to drink between drinks’. While drinking water may not be fashionable and trendy, it is proven to aid the body’s metabolism of alcohol and will prolong the enjoyment and conviviality of drinking.

The 1-4-1 campaign demonstrates Pernod Ricard South Africa’s commitment to the promotion of responsible drinking habits in line with the Association for Alcohol Responsibility and Education (aware.org)’s code of commercial communications. The code raises concerns around the serious impact on public health associated with the harmful use of alcohol and seeks to champion moderate consumption of beverage alcohol as part of a healthy lifestyle.

“People are at the heart of everything we do. As creators of conviviality, we are constantly looking at innovative ways in which our consumers can enjoy our premium brands in the company of friends and loved ones in a responsible manner. We know people want to have fun but we also want to be conscientious about balancing every drink with water,” says Managing Director, Paul Scanlon.