Education and Awareness

Pernod Ricard undertakes many initiatives to educate the public and increase awareness of the risks associated with alcohol consumption.

  • Pregnant women: going beyond regulations
  • Advertising campaigns dedicated to responsible consumption
  • Getting the message out to young people
  • Building partnerships
  • Partner organisations and initiatives

Pregnant women: going beyond regulations

In France, the Group provides ongoing support to health authorities and local government in implementing prevention policies aimed at pregnant women. The “pregnant women” symbol must appear on the label of all alcoholic products.

The purpose is to remind consumers of the risks of alcohol consumption for an unborn baby – particularly foetal alcohol syndrome, known to cause damage to the brain and internal organs.

Pernod Ricard decided to communicate this message more widely from the first half of 2007 by gradually extending the use of this label on its products on sale throughout the European Union.


advertising campaigns dedicated to responsible consumption

The Group encourages its Brand Owner and distribution subsidiaries to integrate responsible consumption messages into their advertising and communications campaigns wherever possible. Pernod Ricard USA dedicates 15% of its communications campaigns on the Group’s strategic brands to this type of message. In August 2007, the American subsidiary also launched an advertising campaign and website, www.AcceptResponsibility.org, dedicated to the problems of drink-driving, binge drinking and underage drinking. This innovative campaign highlights the usual excuses used to justify irresponsible consumption (such as “I don’t want to be the only one at the party who’s not drinking”) and encourages individuals to accept responsibility for their actions.
 
In 2007, Pernod Ricard China and Casa Pedro Domecq in Mexico launched a sales film promoting sober driving. This theme has already been promoted by the Seagram India subsidiary in India and the Natu Nobilis brand in Brazil.
Pernod Ricard Venezuela launched a responsible consumption campaign in 2007 that focuses on road safety and pregnant women.

Getting the message out to young people

Pernod Ricard is involved in a number of initiatives around the world that target minors. The aim is to limit access to points of purchase and alcohol consumption and prevent excessive drinking.

  • Pernod Ricard España is a member of the Fundación Alcohol y Sociedad. This foundation heads the Alba program that aim to delay the age at which young people start drinking,
    Pernod Ricard is part of the Federación Española de Bebidas Espirituosas (FEBE). The Federation recently signed a partnership with the Andalucian authorities to establish a prevention programme in selected places of consumption and to educate young people about responsible consumption.

  • In Ireland, the Brand Owner subsidiary Irish Distillers Ltd joined forces with other key players in the wine and spirits industry to form Mature Enjoyment of Alcohol in Society (MEAS). MEAS applies a practical code to ensure that alcoholic drinks are not served to persons under the age of 18. At the end of 2006, MEAS launched a major initiative, including a dedicated information website (www.drinkaware.ie) and a TV, radio and billboard advertising campaign, based on the slogan “Know the one that’s one too many”. In late 2007, a new TV campaign was launched around the theme “Had Enough”.

  • In France, Pernod Ricard organises awareness, education and prevention programmes for young people during large public celebrations such as the Lorient Interceltic Festival and the Braderie de Lille. Furthermore, the Group supports the Entreprise & Prévention association to encourage respect for legislation regarding off-licence retail sales.

Building Partnerships

  • Pernod Ricard is a partner of the “Alcohol and Health” forum, an initiative launched by the European Commission in 2006 to reduce the damage to public health caused by excessive alcohol consumption. This forum brings together representatives from the European Commission, Member States, non-governmental organisations and the industry. The aim is to establish shared commitments that are concrete and quantifiable.

  • In Australia, Pernod Ricard is an active member of DrinkWise, an organisation that works with local authorities to combat binge drinking.

  • In the United Kingdom, Pernod Ricard has been involved since 2006 with the Drinkaware Trust. This organisation leads prevention and education campaigns at points of sale. The address of its informative website, www.drinkaware.co.uk, is printed on all bottles distributed by member companies.

Partner organisations and initiatives

Europe
The European Forum for Responsible Drinking
Australia 
Drink Wise
Denmark
GODA, Foreningen Gode Alkoholdninger
Spain
Fundación Alcohol y Sociedad
Federación Espanola de Bebidas Espirituosas (FEBE) 
United States
DISCUS (Distilled Spirits Council of the United States)
France
Entreprise & Prévention
Hungary
HAFRAC (Hungarian Association for Responsible Consumption)
Ireland
MEAS (Mature Enjoyment of Alcohol in Society)
Mexico
Fundación de Investigaciones Sociales, Asociacion Civil (FISAC)
Czech Republic
Forum PSR
United Kingdom
The Portman Group
Drinkaware Trust