Pernod and Southern Launch Responsible Drinking Initiative

Pernod Ricard USA and Southern Wine & Spirits are supporting the Foundation for Advancing Alcohol Responsibility by distributing information to more than 15,000 retail locations.

From the press release:


New York, N.Y., May 6, 2014 — Pernod Ricard USA, the premium spirits and wine company in the U.S., and Southern Wine & Spirits of America, Inc. (Southern), the nation’s leading spirits and wine distributor, today announced a national effort to promote retailer engagement with The Foundation for Advancing Alcohol Responsibility (FAAR), a national not-for-profit 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 beginning today to distribute information to retail accounts that can be shared with consumers about key FAAR programs, including, which offers tips on how such factors as body type and food consumption can affect Blood Alcohol content (BAC) after alcohol consumption. The team is expected to cover nearly 15,000 stores nation-wide.


“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,” says Bryan Fry, President and CEO, Pernod Ricard USA. “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 breakthrough 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,” says Martin Crane, SVP, Spirits Sales, Pernod Ricard USA. “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 CEO Ralph Blackman commended Pernod Ricard USA and Southern for teaming up to reach retailers, saying he is “delighted by this integrated initiative to help spread the word about FAAR and alcohol responsibility.”


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