Putting the education of young people first

Young people are among the groups most vulnerable to the risks of inappropriate drinking habits. The Group is therefore committed to raising their awareness of these risks through targeted communication, prevention and education initiatives.

Pernod Ricard: combating excessive drinking by young people

Pernod Ricard actively contributes to establishing legal measures that protect minors. In 2008, for example, the Group supported the French government’s decision to raise the legal age for purchasing alcohol from 16 to 18. Pernod Ricard also refuses to target minors in its commercial communications.

Mobilising parents to better inform their children
Mobilising parents to warn their children of alcohol’s dangers is an important task. Pernod Ricard is committed to developing awareness campaigns for adults who are responsible for raising young children.

Learn more about parents’ key role in education

Supporting dedicated educational programmes

Many Pernod Ricard subsidiaries have joined with professional associations to launch grassroots awareness campaigns. They share the same objectives:
  • Raise the age of first alcohol consumption and first intoxication
  • Lower the number of underage drinkers
  • Reduce the quantity of alcohol consumed by minors who already drink
The subsidiaries fulfil their commitments through concrete initiatives. Here are a few examples: 
  • In France, Entreprise et Prévention, in partnership with the Limoges local education authority and at the request of the national education system, is leading a pilot alcohol risk prevention programme in Limousin secondary schools. Christened Espace**, this programme focuses on 2 major tasks: raising the age of regular alcohol consumption and preventing behaviours leading to intoxication. It receives support from education teams and works closely with parents, a key factor in ensuring the success of this type of operation. Launched during the 2009-2010 school year for 1,200 students in sixième (the class for children ages 11‑12), the operation will last until 2012 and extend to students in cinquième (ages 12-13) and quatrième (ages 13-14).
    Learn more about the Espace operation
  • In Sweden, more than 600,000 Swedish students attended the Teach About Alcohol programme, supported by Pernod Ricard Sweden.
     Learn more about the Teach About Alcohol programme
    This initiative was also carried out in Denmark.Learn more
  • In Spain, the Fundación Alcohol y Sociedad (FAS), supported by Pernod Ricard, has developed alcohol education programmes for students ages 12-18, teachers and families since 2001 in the framework of the Adolescence and Alcohol programme. Today, thanks to the programme, more than 1 million adolescents have learned about the dangers of alcohol abuse.
    Learn more

More information on responsible consumption from Pernod Ricard