Pernod Ricard Expands Responsible Consumption Program

The company is partnering with Alcohoot, a smartphone breathalyzer app. In addition, the company launched its “Wise Drinking” application. From the press release:


New York, N.Y., (May 22, 2014) — To complement the global efforts of parent company Pernod Ricard, which were highlighted by today’s launch of the “Wise Drinking” digital application, Pernod Ricard USA has put into place a series of initiatives that support its ongoing commitment to responsible consumption. Examples include:


·       A collaboration with Alcohoot, a New York-based company that developed an innovative smartphone Breathalyzer.

·       The mobilization of employees across the United States to support Pernod Ricard’s annual global Responsib’ALL Day on May 22.


·       An employee challenge to create marketing campaigns to reduce underage drinking, drunk driving and binge drinking.

·       A partnership with the Foundation for Advancing Alcohol Responsibility (formerly The Century Council) for an initiative launched by the Pernod Ricard USA sales force earlier this month.

·       The creation of a new public education campaign, “The Alcohol Talk”, which seeks to combat underage drinking by teaching parents how to talk with their teens

The collaboration with Alcohoot was announced to employees during the annual Pernod Ricard Responsib’ALL day, the culmination of the company’s actions to promote responsible drinking. The event is designed to empower Pernod Ricard employees to become the leading ambassadors of the company’s commitments. Pernod Ricard USA is providing its employees with an Alcohoot device, allowing them to lead by example by ensuring they are consuming spirits only in moderation.

The effort between Alcohoot and Pernod Ricard — the first such collaboration between a spirits & wine company and a breathalyzer company – is designed to promote responsible consumption.

“We were impressed with the innovative nature of Alcohoot and the entrepreneurial spirit of their team,” said Bryan Fry, President and CEO, Pernod Ricard USA. “Alcohoot engages people and has the potential to change behavior; it fits today’s lifestyle and is totally in line with Pernod Ricard’s strong sense of ethics and our overall commitment to fight against irresponsible consumption of our products. We believe our employees have an obligation as ambassadors of our industry to promote responsible drinking. Now, with Alcohoot, we have another tool to help them spread the word.”

The Alcohoot/Pernod Ricard collaboration will include co-promotional activities designed to change behavior and promote responsibility. Initial work includes a video that depicts how Alcohoot can help to encourage responsible consumption.

Following are topline details on some of the other Pernod Ricard USA initiatives:

Employee Contest: Pernod Ricard USA issued a challenge to its employee to create marketing campaigns to help reduce underage drinking, drunk driving and binge drinking. The winning idea is expected to be implemented during the next fiscal year.

Retail Outreach: On May 6, the Pernod Ricard USA sales team began an effort to canvass nearly 15,000 retailers with the aim of distributing useful tools about responsible consumption to consumers. The entire Pernod Ricard USA sales team partnered with more than 1,000 salespeople from Southern Wine & Spirits on this initiative, which promoted programs developed and run by the Foundation for Advancing Alcohol Responsibility.

The Alcohol Talk: This campaign – which features user-friendly text and video content online at – emphasizes the timing, language and opportunities parents can use to have this conversation with confidence and credibility, based on input from experts, parents and teens themselves.


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