Fighting against drink driving

Pernod Ricard is committed to the fight against drink driving

In November 2007, the Group signed the European Road Safety Charter. This European Commission initiative encourages signatories to undertake concrete actions and share best practices concerning road safety.
The aim is to halve the number of road deaths by 2010.

Engagements taken by Pernod Ricard include: 

  • the promotion of sober driving among employees in the European Union,
  • the continued reduction of the number of accidents in France involving employees using a company car,
  • a new project per year, in a country other than France, aimed at reducing the risks arising from driving under the influence of alcohol. The first will take place in Italy in 2008.

Initiatives around the world

In France, Pernod Ricard has been a Sécurité Routière (Road Safety) partner since 2002. The aim is to encourage sobriety at events linked to Group brands through the slogan “Celui qui conduit, c’est celui qui ne boit pas” (“Drivers don’t drink”).
To promote this slogan and the designated driver concept, Pernod Ricard distributes prevention kits containing posters, breathalysers and T-shirts outside discotheques and venues. Almost 300,000 breathalysers are distributed every year to encourage consumers to check their alcohol levels before they take the wheel.


 Since April 21, 2005, Pernod Ricard China has been an active partner of the Chinese road safety board, warning of the effects of alcohol when driving and promoting the concept of the designated driver. This partnership is set to continue with television campaigns in Shanghai and a new, far-reaching poster campaign.

In Taïwan, Pernod Ricard launched its first billboard campaign in 2007, encouraging drivers to remain sober and respect the law. It also co-financed an advertising film on this subject.


In Mexico, an original television campaign was launched at the end of 2006 by the Casa Pedro Domecq Foundation. The campaign was built around the slogan ”O tomas o manejas” (“Drink or drive”) and received a number of awards. It was so successful that it now forms part of the Mexican Ministry of Transport’s official drink-driving campaign.

In Italy, Pernod Ricard Italia implemented a “Havana Club” bus service outside nightclubs on the Adriatic coast at Romagna throughout the summer of 2007.

In Australia, Pernod Ricard Australia, under the Malibu brand, organised two major music festivals in spring 2007. The programme integrated a full prevention scheme, the aim being to prevent access by minors and educate participants, particularly about the designated driver concept.

 

 

 


In Korea, Pernod Ricard Korea launched the “Smart driving” campaign in Seoul in November 2007 to help prevent drink-driving. The campaign includes an official website (http://www.smartdriving.co.kr), advertising posters on buses and a street-level promotion during the end-of-year festivities.


Focus on Entreprise & Prévention

Pernod Ricard is an active member of Entreprise & Prévention. Created in 1990, this association brings together 20 companies from the alcoholic beverage sector in France who share a common commitment: the fight against excessive and inappropriate consumption of alcoholic beverages.

In 2006, the association developed a self-service electronic breathalyser booth. Pernod Ricard sales teams promote the breathalyser machines at late-night venues.


Setting an example

Pernod Ricard employees, especially sales teams, play an active role in the Group’s social responsibility policy. With this policy, the Group strives to set an example for responsible drinking and safe driving.

In France, sales teams of Pernod  and Ricard must respect the good conduct agreement and are committed to promote responsible moderate drinking. Since 2002, Pernod and Ricard have mobilised their sales teams in compliance with the Road Safety Charter signed with the Transport Ministry. The goal is to reduce vehicle accidents caused by Pernod Ricard employees by 30% over three years. At the end of 2006, the goal had been surpassed with a 42% reduction in accidents.

In 2007, Pernod Ricard installed electronic breathalyser booths in all of its facilities in France. Intended for use by staff and visitors, these booths are designed to encourage the self-testing reflex.