Pernod Ricard's Drink More Water Campaign Makes a Splash in Bangkok for Songkran 2025

As Thailand gets ready to celebrate the vibrant Songkran Festival, Pernod Ricard, a leading producer of wine and spirits, is bringing back its flagship responsible drinking campaign, Drink More Water, in Bangkok for the second year in a row. With a similar heat wave expected again this year, the campaign aims to promote responsible alcohol consumption by encouraging moderation and tackling binge drinking and the effects of dehydration during Thailand's hottest season.

Last year's April heat wave saw temperatures in parts of Thailand soar past 44?C, marking some of the highest temperatures on record. The Thai Meteorological Department and Ministry of Public Health issued multiple heat alerts and reminded citizens to stay indoors, cool off, and stay hydrated.

According to the Department of Disease Control (DDC), Songkran last year saw a sharp rise in emergency room visits due to dehydration and heatstroke, with 63 heat-related fatalities reported. Vulnerable groups include children, the elderly, and those working outdoors.

More Water, More Fun: Your Go-To Guide for a Safer Songkran Sip

As you celebrate Songkran, remember to stay hydrated and enjoy the festivities responsibly. Alcohol consumption can dehydrate your body, and here are some tips to help you stay safe and hydrated this Songkran:

• If drinking alcohol, pace yourself - Enjoy it mindfully, and match each drink with a glass of water.
• Set a hydration timer - Drink a few sips every 20 minutes when you're out.
• Snack smart - Fruits like watermelon, pineapple, and oranges are full of water and electrolytes.
• Keep a water bottle with you - Whether you're at home or out, having a bottle on hand will remind you to drink more throughout the day.
• Take breaks in the shade - If you're outdoors, take frequent breaks in the shade to cool down and hydrate before heading back into the sun.

A Fresh, Local Twist on Drink More Water

Building on its global success, this year's Drink More Water campaign takes a bold step forward by reimagining hydration in a fun and culturally relevant way. Moving beyond just drinking water, the campaign draws inspiration from Asia's love for shaved ice and refreshing street treats - popular ways of staying cool in the heat.

For the first time, hydration stations modelled after local bus stops will be set up at three key Songkran Festival hotspots in Bangkok: Silom Complex, Siam CentralWorld, and Donki Thonglor. These playful stations will allow festival-goers to take a refreshing break, offering complimentary popsicles and water bottles to cool down and recharge. With vibrant, eye-catching designs capturing the festive spirit, each station will also serve as an ideal photo opportunity. Friendly brand ambassadors will be on hand to promote hydration, encourage responsible drinking, and help festival-goers pace themselves, ensuring a safe and enjoyable celebration for all.

"Songkran is Thailand's most beloved holiday, a time to celebrate with friends and family. At Pernod Ricard, we're dedicated to helping consumers make mindful choices about when, how, and how much to drink during this festive season," said Patrick Castanier, Managing Director, Pernod Ricard Thailand. "This year, we're reimagining hydration in new and exciting ways, encouraging everyone to stay mindful of their hydration, pace themselves, and ensure the joy of Songkran lasts beyond the celebrations."