Fighting against drunk driving

Pernod Ricard supports the policies enforced by road safety authorities and aims to help to reduce the number of alcohol-related accidents. The keyword is prevention: informing drivers of dangers and encouraging them to change their behaviours. To this end, the Group leads concrete prevention initiatives.

Involvement with the European Road Safety Charter

In November 2007, Pernod Ricard signed the European Road Safety Charter, initiated by the European Commission. The Group is committed to conducting awareness and prevention campaigns in its European subsidiaries.

Pernod Ricard’s prevention policies do not, however, end at the European border. Several initiatives are underway around the world.


The Fundación Domecq takes action in Mexico
In 2006, Pernod Ricard’s Mexican subsidiary decided to create the Fundación Domecq, providing it with 20% of the subsidiary’s net profit. The subsidiary’s goal is to take concrete action against drinking and driving, which kills thousands in Mexico every year.

Learn more about the Fundación Domecq’s prevention initiatives

Promoting the designated driver campaign

Pernod Ricard has greatly invested in efforts to raise awareness of road risks. Spearheading this policy is the designated driver concept. The goal is to encourage 1 member in a group of friends to remain sober during a night out or at an event in order to drive everyone home safely.

From Brazil to New Zealand and Spain, the Group has launched numerous designated driver initiatives. In Singapore dance clubs, for example, drivers responsible for safely taking their friends home can collect stylish medals. 

More campaigns to prevent the risks of drinking and driving

Pernod Ricard has developed campaigns dedicated to preventing the risks of drinking and driving. Group subsidiaries have carried out several major initiatives. In Germany, for example, Pernod Ricard’s subsidiary launched a large-scale television campaign called "Live responsibly", which discouraged consumers, in a light-hearted and humorous way, from taking the wheel after consuming alcohol.

Chinese subsidiary at the vanguard of the fight against drinking and driving
In a country where the number of vehicles on the road is growing exponentially, Pernod Ricard promotes moderation and prevention of risks related to excessive alcohol consumption. This commitment was recognised with China’s 2009 Outstanding Corporate Citizen award.

Learn more about the Chinese subsidiary’s prevention initiatives


More information on responsible consumption from Pernod Ricard