Pernod Ricard South Africa and UNITAR, united together to prevent drink-driving through The Autosobriety Training Programme

Press Release 24/03/2021

Pernod Ricard South Africa and UNITAR, united together to prevent drink-driving through The Autosobriety Training Programme


  • Initial roll out to eThekwini Municipality targeting 5,000 beneficiaries 


Durban, Wednesday 24 March 2021: Pernod Ricard South Africa, as part of its continued commitment to reducing harmful drinking, has partnered with UNITAR to support its “Autosobriety Training Programme to Prevent Drink-Driving”. The initiative aims to equip driving schools with educational tools in order to contribute to the prevention and reduction of alcohol-related traffic fatalities and injuries. 

The first roll out of the programme aims to provide the eThekwini Municipality driving school with a drink-driving prevention programme that will be delivered through a number of stakeholders, including private driving schools.  

“Through this collaboration, enhanced awareness of drink-driving as a risk factor causing road traffic crashes is expected, as well as the implementation of the Autosobriety Training Programme in the existing training for municipal drivers, and its integration across other sectoral projects of the eThekwini Municipality,” says His Worship the Mayor, Hon Cllr Mxolisi Kaunda. 

Pernod Ricard South Africa, through the Autosobriety programme, wants to empower drivers to make the right choice to not drink and drive, by educating them on the risks of drink-driving and the legal consequences.  

“As part of Pernod Ricard’s strong commitment to fight alcohol misuse in society, we are proud to be partnering with UNITAR and the eThekwini Municipality on the Autosobriety Programme.  We believe that better education on the risks of drink-driving is key to empower drivers to make the right decision and to reduce alcohol related road crashes,” says André Müller, Corporate Affairs Director, Pernod Ricard South Africa. 

The online training programme, developed by Pernod Ricard, consists of an all-round interactive, educational module through which participants will learn about alcohol and its impact on their ability to drive (use of virtual reality glasses), the risks of driving while intoxicated and the legal ramifications, as well as their personal responsibility to avoid drink-driving.  

The programme will be implemented in three phases: Training of Trainers (ToT) for driving instructors from the municipality; rollout of the programme to municipal employees and some 100 driving schools; and lastly, to road users in general, with a target of 5,000 beneficiaries.  

As producer of alcohol beverages, Pernod Ricard is committed to doing its part by helping to educate the public, working with retailers, and supporting government efforts. "Our ambition is to expand Autosobriety to other municipalities in the future, to contribute to a real change of the social norms around drink-driving in South Africa," adds Müller. 

Also, together with, Pernod Ricard is supporting other important campaigns on responsible drinking locally.’s “Our strength is in our choices" campaign has been running through Covid and lockdown, their "InBetween" campaign is focused on binge drinking and another drink-driving campaign will be launched over Easter. 



For more information, please contact Pernod Ricard South Africa: 


Learn about “Autosobriety Training Programme to Prevent Drink-Driving” here: 

Autosobriety Training Programme to Prevent Drink-Driving | UNITAR 

About Pernod Ricard’s position towards Drink-Driving  

Pernod Ricard is serious about reducing harmful drinking and believes that drink-driving should never happen. The company strongly supports the policies of the national road safety authorities aiming at preventing drinking and driving and is committed to helping reduce alcohol-related traffic injuries and deaths around the world. 

  • Policy: Pernod Ricard supports a mandated BAC limit for driving in each market in which it operates and lower BAC limits for novice, commercial, and public transport drivers. 

  • Enforcement of regulations: Pernod Ricard believes that laws around drinking and driving should be properly enforced, including through high-visibility measures like random breath testing, and strict and appropriate penalties. 

  • Marketing: Pernod Ricard’s strict Code for Commercial Communications requires that all its marketing efforts should not suggest that the consumption of alcoholic beverages is acceptable before or while driving motor vehicles or operating equipment of any kind. 

  • Prevention: Pernod Ricard’s initiatives around the world are a demonstration of the company’s commitment to reducing drinking and driving and road traffic accidents. It supports educating consumers through campaigns to raise awareness about the dangers of drinking and driving and to encourage them to change their attitudes and habits. The company supports the inclusion of education on the risks of drink-driving in the driving school curriculum. Pernod Ricard also supports designated driver initiatives and on special occasions, provides free public transport.