Chinese subsidiary at the vanguard of the fight against drinking and driving

China’s strong economic growth has led to an exponential increase in both road infrastructure and vehicles on the road. Road safety has become a crucial issue in China. The local subsidiary is thus taking all possible measures to fight against drinking and driving.

Distributing as much information as possible

In all advertising campaigns used in China, a double message must always appear: “Do not drink if you are a minor or if you plan to drive”. The standardisation of this information, initiated by Pernod Ricard, helps to deliver a message of moderation and prevent the risks related to excessive alcohol consumption.


Pernod Ricard China recognised
The Group’s commitment was honoured in China when it received the country’s 2009 Outstanding Corporate Citizen award at the fifth China Corporate Citizenship Forum.
Pernod Ricard’s efforts to promote corporate social responsibility were recognised, in particular its pioneering educational programme for preventing drinking and driving.

Warning of the dangers of drinking and driving

Thanks to a dynamic partnership forged with the Road Traffic Safety Association of China, Pernod Ricard’s Chinese subsidiary is raising awareness of alcohol’s effects on driving abilities and promoting the designated driver concept.
To do this, a wide-scale campaign has been underway since 2005. Sixty million people have thus received information through a variety of informational channels:
  • A new educational website
  • Advertising spots
  • Press inserts, etc.


More information on responsible consumption from Pernod Ricard