Pernod Ricard China, the country branch of renowned French wine and spirits group Pernod Ricard, has joined with six of its brands to launch the "Drink More Water" campaign to prevent and reduce the harmful use of alcohol in China on Monday.

Together with its brands - namely Martell, Chivas, ABSOLUT Vodka, Royal Salute, The Glenlivet and Ballantine's - the campaign endeavors to promote the significance of drinking more water when consuming alcohol.

Believing that there can be no convivial moments with excess, and vigorously acting to deliver this vision, Pernod Ricard launched the "Drink More Water" campaign in Europe, Africa and Latin America in 2021 as an innovative alcohol education campaign to combat binge drinking among adults. The company today is spreading the campaign to 14 markets across Asia.

Jerome Cottin-Bizonne, managing director of Pernod Ricard China, said the "Drink More Water" campaign is a concrete example that demonstrates the company's lasting commitment to ensure that its products can be enjoyed responsibly.

"Building on the campaign's success to date, we believe this marks the right time to launch this important campaign in China. We are duty bound to help adult consumers make responsible choices about whether, when, how and how much they drink," said Cottin-Bizonne.

By shedding light on the fundamental role water plays in facilitating the breakdown of alcohol within the human body, the campaign underscores the importance of staying adequately hydrated and avoiding dehydration, according to Pernod Ricard China.

The company has released a series of awareness videos through China's mainstream media portals, video sites and internet TV platforms, covering seven cities including Beijing, Shanghai, Chengdu in Sichuan province, Guangzhou and Shenzhen in Guangdong province.

The awareness videos associate the "Drink More Water" concept with three typical social occasions: gathering at a casual bar, enjoying a business dinner and partying at a night club. The primary goal is to impress upon the public that opting to drink more water alongside alcohol is a responsible and conscientious choice, said the French company.

The company will also organize consumer activities in various forms and collaborate with influential media and key opinion leaders active on social platforms to further popularize the "Drink More Water" concept.

Highlighting China's massive market and diversified consumer preference, as well as the tangible growth of the Healthy China 2030 initiative, Zhang Yongjun, deputy chief economist at the China Center for International Economic Exchanges in Beijing, said the Chinese market continues to hold immense appeal for multinational corporations, prompting them to introduce new market promotional strategies and engage in corporate social responsibility activities.

These efforts aim to strengthen their foothold in the country and expand their presence on a broader scale, he said.