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.