Pernod Ricard USA, Southern Wine & Spirits launch responsible drinking campaign
National initiative spreads message through 15,000 retail stores
New York-based Pernod Ricard USA and Miami-based Southern Wine & Spirits of America Inc. (Southern) announced a national effort to promote retailer engagement with The Foundation for Advancing Alcohol Responsibility (FAAR), a national nonprofit funded by distillers aimed at reducing drunk driving and underage drinking.
Pernod Ricard USA’s full salesforce will team up with more than 1,000 Southern salespeople to distribute information to retail accounts that can be shared with consumers about key FAAR programs, including www.b4udrink.org, a website that offers information about how factors such as body type and food consumption can affect blood alcohol content after alcohol consumption. The team is expected to cover nearly 15,000 stores nationwide.
“Pernod Ricard USA and Southern Wine & Spirits are committed to being leaders — not only in the sales of our premium portfolio, but also in the fight against the abuse of our products,” said Bryan Fry, president and chief executive officer of Pernod Ricard USA, in a statement. “That’s why we’re excited to team with Southern in this effort to help retailers promote responsible consumption.”
Wayne Chaplin, Southern’s president and chief operating officer, added: “We’re asking our sales teams to do what they do best — talk to retailers — about useful tools aimed at reducing the irresponsible consumption of alcohol. We’re honored to work with Pernod Ricard USA and FAAR on this initiative and committed to being leaders in educating consumers on responsible drinking.”
Formerly known as The Century Council, FAAR has created programs that have significantly reduced drunk driving and underage drinking. Since the organization was formed in 1991, underage drinking among eighth-graders has reached an all-time low, and drunk driving has declined by 35 percent.
“While the progress has been impressive, we can’t rest on our laurels,” said Martin Crane, senior vice president of spirits sales at Pernod Ricard USA, in a statement. “That’s why the messaging our sales teams will deliver is designed to enlist retailers’ support in our fight against irresponsible consumption, while also empowering them to issue a call to action to consumers.”
FAAR President and Chief Executive Officer Ralph Blackman commended Pernod Ricard USA and Southern for teaming up to reach retailers, and said he is “delighted by this integrated initiative to help spread the word about FAAR and alcohol responsibility.”