Pernod Ricard Winemakers’ sets positive example by distributing 10,000 DrinkWise scratchies 

February 13, 2024
By Cody Profaca

Pernod Ricard Winemakers’ has demonstrated a proactive approach to encouraging on-premise moderation through its recent partnership with DrinkWise, which has seen it distribute 10,000 ‘Stay tasteful while tasting’ scratchies across its Jacob’s Creek and St Hugo’s cellar doors.

The scratchies are designed to help cellar door patrons keep track of the amount of drinks they have consumed, along with providing education about the number of 15mL tasting pours in a standard drink.

“DrinkWise’s Stay tasteful while tasting initiative has been key in enabling us to put responsible hosting at the forefront of our customer experience at Pernod Ricard,” said Shannon Kruschel, Front of House Manager at Jacob’s Creek. 

“The scratchies are a huge hit with guests – they are a talking point with our staff to help guests understand why we have them and educate on how many tastings equate to a standard drink.”

DrinkWise’s nationwide ‘Stay tasteful while tasting’ initiative was first launched in 2022 in partnership with Australian Grape & Wine and the National Wine Foundation. Since then, over 1,800 wine-industry events, venues, and associations have received DrinkWise resources to assist in educating patrons about moderation. 

“I am proud to see the widespread adoption of DrinkWise’s ‘Stay tasteful while tasting’ initiative at cellar doors across Australia, including in our Jacob’s Creek and St Hugo cellar doors, where our guests to just those two cellar doors have now used over 10,000 tasting tracker scratchies,” said Pernod Ricard’s Legal, Public Affairs, Communications and S&R Director Helen Strachan.

Helen Strachan is also Chair of the National Wine Foundation and a DrinkWise Board Member.

“By identifying the need to embed responsible drinking as part of the cellar door experience, DrinkWise has achieved a societal change ensuring wine tasting is an inclusive, responsible and safer experience for everyone.

“Our cellar door guests now have access to engaging educational resources, such as innovative scratchies and standard drink references, empowering our customers to monitor and manage their alcohol consumption.”

The DrinkWise initiative of the Jacob’s Creek cellar door has been noted as a significant factor in it receiving the Pernod Ricard Winemaker’s Responsible Hosting certification, a title designed to ensure that RSA standards are met across all Pernod Ricard venues globally. 

“The DrinkWise collateral has also helped us achieve several criteria required for Responsible Hosting certification and is included as part of our consumer education, governance and duty of care strategies,” said Zoe Wilde, Precinct Manager at Jacob’s Creek and St Hugo. 

“I’d encourage all cellar doors and venues in South Australia to ensure this initiative is front and centre at their venues so it continues to be part of the norm when consuming alcohol at cellar doors.”

An independent and not-for-profit organisation, DrinkWise strikes partnerships with government, community leaders and organisations to further its goal of bringing about a healthier and safer drinking culture in Australia. A few of its recent initiatives include a campaign to raise awareness about Fetal Alcohol Spectrum Disorder, the rollout of in-store signage offering easy access to alcohol abuse support services across all 960 national Liquorland, First Choice Liquor Market, and Vintage Cellars stores, and its partnership with Endeavour during last year’s footy finals season that encouraged fans to employ moderation and to act respectfully. 

First established in 2005, DrinkWise’s CEO Simon Strahan recognises the organisation’s dynamic and multilateral approach as a key factor in its ongoing success.

“DrinkWise works with government, police, community and the alcohol industry in a whole of community approach to deliver these important messages, when and where people are purchasing or consuming alcohol,” he said.

“It’s great to hear that our ‘Stay tasteful while tasting’ initiative has been such a success at Jacob’s Creek and St Hugo.

“The more than 200 South Australian cellar doors are typically located a long drive away from cities, so it’s imperative that visitors know how much they’re consuming in order to make responsible choices.”

Cellar doors looking to access the free ‘Stay tasteful while tasting’ resources are encouraged to contact

Share the content