Pernod Ricard USA Expands Responsible Consumption ProgramMay 22, 2014 By: Nightclub & Bar
To complement the global efforts of parent company Pernod Ricard, which were highlighted by the launch of the “Wise Drinking” digital application, Pernod Ricard USA has put into place a series of initiatives that support its ongoing commitment to responsible consumption. Examples include:
-A collaboration with Alcohoot, a New York-based company that developed an innovative smartphone Breathalyzer.
-The mobilization of employees across the United States to support Pernod Ricard’s annual global Responsib’ALL Day on May 22.
-An employee challenge to create marketing campaigns to reduce underage drinking, drunk driving and binge drinking.
-A partnership with the Foundation for Advancing Alcohol Responsibility (formerly The Century Council) for an initiative launched by the Pernod Ricard USA sales force earlier this month.
-The creation of a new public education campaign, “The Alcohol Talk”, which seeks to combat underage drinking by teaching parents how to talk with their teens.
The collaboration with Alcohoot was announced to employees during the annual Pernod Ricard Responsib’ALL day, the culmination of the company’s actions to promote responsible drinking. The event is designed to empower Pernod Ricard employees to become the leading ambassadors of the company’s commitments. Pernod Ricard USA is providing its employees with an Alcohoot device, allowing them to lead by example by ensuring they are consuming spirits only in moderation.
The effort between Alcohoot and Pernod Ricard -- the first such collaboration between a spirits & wine company and a breathalyzer company – is designed to promote responsible consumption.
“We were impressed with the innovative nature of Alcohoot and the entrepreneurial spirit of their team,” said Bryan Fry, President and CEO, Pernod Ricard USA. “Alcohoot engages people and has the potential to change behavior; it fits today’s lifestyle and is totally in line with Pernod Ricard’s strong sense of ethics and our overall commitment to fight against irresponsible consumption of our products. We believe our employees have an obligation as ambassadors of our industry to promote responsible drinking. Now, with Alcohoot, we have another tool to help them spread the word.”
The Alcohoot/Pernod Ricard collaboration will include co-promotional activities designed to change behavior and promote responsibility. Initial work includes a video that depicts how Alcohoot can help to encourage responsible consumption.