[Interview] “In the Alcohol Industry, Quality Matters More Than Quantity… Responsible Drinking Will Drive Sustainable Growth”

Interview with Laurent Scheer, Vice-President of Global Public Affairs & Alcohol in Society
Spread of "sober curious" trend… shift toward a consumption culture centered on quality over quantity
Policy and corporate innovation must go hand in hand to foster a culture of responsible drinking

“What matters now is not drinking more but drinking better.”

Laurent Scheer, Vice-President, Global Public Affairs & Alcohol in Society at global spirits company Pernod Ricard, said that the Korean liquor market is shifting toward a "quality over quantity” approach. He emphasized that sustainable growth in the alcohol industry requires a responsible drinking culture, sound policy, and corporate innovation working together.

With more than 25 years of experience working on alcohol policy and public affairs with the European Union (EU), the Organization for Economic Co-operation and Development (OECD), and governments around the world, Scheer currently oversees Pernod Ricard’s global public policy, government relations, and responsible drinking strategy. In an interview on June 25, he described Korea as “one of the most dynamic and innovative markets when it comes to responsible drinking campaigns.”

“Korea’s workplace drinking culture is also evolving in a way that respects individual choice,” he said. “The sober curious trend spreading among younger generations is not about rejecting alcohol, but about choosing for oneself when, what, and how much to drink.” He further remarked that “this change aligns with the broader global trend toward balanced and mindful consumption.”

◇ "Responsible Drinking Is a Survival Strategy for Corporate Sustainability"

Scheer dismissed the idea that responsible drinking conflicts with sales growth. Rather, he explained that when consumers enjoy products responsibly, companies can also grow sustainably.

The core value Pernod Ricard pursues is convivialité — a French word meaning “joyful togetherness.” The philosophy of viewing alcohol as a medium that connects people is embedded throughout the company's culture.

“Excessive drinking benefits neither consumers, local communities, nor the alcohol industry," he said. “Consumers are already shifting toward valuing quality over quantity, and the trend toward premium products and meaningful experiences is fully aligned with our philosophy of 'Drink Better, Not More.'”

He emphasized, “Responsible drinking is not a standalone campaign — it is a value embedded throughout all corporate activities, including brand marketing, consumer communication, employee education, and partnerships with the hospitality industry. Long-term cultural change is only possible when education, consumer choice, and balanced policy work together.”

This philosophy traces back to efforts launched in France over 50 years ago to prevent drunk driving and reduce binge drinking. In Korea, since 2020, the “Drink More Water” campaign has promoted the habit of drinking water alongside alcohol, and has cumulatively reached 51.1 million people with responsible drinking messages.

◇ Responsibility in the Digital Age…Striking a Balance Between Policy and Self-Regulation

Scheer stressed that a culture of responsible drinking takes root most effectively when both government and industry fulfill their respective roles. He explained that regulation and self-regulation are not opposing concepts, but two pillars that together support consumer health and industry sustainability.

“Governments should establish predictable, science-based regulatory frameworks that protect public health.” he said. “At the same time, the industry must fulfill its social responsibility through responsible marketing, consumer education, and robust self-regulation.” He added, “The most sustainable long-term change happens when policy, education, and consumer choice all work in tandem.”

Pernod Ricard operates its own responsible marketing standard — the CCC (Code for Commercial Communications) — across all global markets. This includes self-regulatory measures that go beyond global standards, such as prohibiting advertising aimed at minors and restricting collaborations with influencers whose audiences consist largely of underage consumers.

“As digital and AI-driven marketing expands, platforms, companies, and policymakers must together establish responsible standards.” he said.

Regarding Korea's liquor tax system, he noted that a volume-based taxation system can encourage competition centered on premium products and help shift consumers' decision-making criteria from price to quality and experience. He believed this structure could support the industry's quality-driven growth.

◇ The Future of Drinking Culture, Shaped by Consumer Choice

On the topic of revising Korea's alcohol warning label regulations — currently under discussion in Korea — Scheer proposed digital labels (e-labels) as one alternative, noting that the limited space available on physical labels makes it difficult to adequately convey health information and drinking guidelines. Instead, QR code-enabled electronic labels, together with information on Standard Drinks, can deliver more comprehensive guidance. He added that Korea is particularly well positioned to adopt such a system, given the widespread everyday use of QR codes.

He viewed the expansion of the low-alcohol and non-alcoholic beverage market in the same light — not as a replacement for traditional alcohol, but as a change that expands consumer choice. A wider range of options allows drinkers and non-drinkers to socialize more naturally together while fostering a stronger culture of responsible drinking. 

He concluded: “Going forward, the competitiveness of alcohol companies will lie not in how much they sell, but in how well they help consumers make better choices. Responsible drinking will be a key driver of sustainable growth for the industry.”

View Original Article(Korean)