A logo telling pregnant women not to drink will be seen on all bottles for brands such as Chivas Regal, Absolut and Malibu produced by the company’s 80 subsidiaries. The business says the expansion of the voluntary labelling system aims to “unambiguously” highlight to pregnant women the dangers of drinking.
It will be supported by public conferences, leaflets and PR activity that will also highlight the company’s other commitments to responsible drinking.
Drinks makers have come under increasing pressure from the Government to implement pregnancy warnings on labels. The Portman Group has pledged to ensure pregnancy warnings along with unit information and daily guidelines will be included on 80 per cent of all labels by the end of 2013 as part of the industry’s commitment to the Responsibility Deal.
Pernod Ricard became the first global drinks business to include the logo throughout Europe in 2008.