Beginning Jan. 1, Pernod Ricard USA will again be a member of The Century Council, a distiller-supported, not-for-profit organization focused on fighting drunk driving and underage drinking. The company withdrew from The Century Council in 2006 due to disagreements on tactical executions and administrative procedures.
Over the past three years, Pernod Ricard has run an “Accept Responsibility” campaign that combines national print advertising, social media outreach, a dedicated web site, public service announcements and e-mails. The campaign has reached an estimated audience of more than 200 million people and will continue.
“As one of the premier marketers of beverage alcohol brands in the United States, we are aware of the critical importance of providing accurate, relevant and timely information to the public about appropriate alcohol consumption,” Paul Duffy, chairman and CEO of Pernod Ricard USA, said in a statement.
“We look forward to working again with The Century Council, which has an 18-year track record of continuing success. Together, as an industry, we are confident of making important progress in addressing the major, social issues surrounding responsible alcohol consumption.”