Pernod Ricard USA and JP Wiser’s have teamed up to launch a new responsible drinking program celebrating those who abstain from alcohol and drive friends home after social occasions. From the press release:
New York, N.Y. — Dec. 22, 2014 — Just in time for the holidays, Pernod Ricard USA, the premium spirits and wine company in the U.S., and JP Wiser’s Whisky have teamed up to launch “The Celebrated Driver,” a responsible drinking program celebrating those who make fun times happen safely by abstaining from alcohol on social occasions to drive their friends home.
The program – which kicks off this month with JP Wiser’s promotions in Dallas and Los Angeles — was the winning idea from a U.S. based employee contest held in conjunction with Pernod Ricard’s annual “Responsib’All Day”, an event at which all of the company’s employees focus on how they can further advance the company’ commitments to promote responsible consumption.
“Celebrated Drivers” who “make the wiser call” at JP Wiser’s Football bar promotions by not consuming alcohol to ensure their friends get home safely will have the chance to win a VIP experience for themselves and 3 friends around a Big Game weekend.
“Today’s society cherishes the best man and maid of honor at weddings, and rewards the 6th man in basketball, but typically doesn’t provide any special recognition or perks to those who play the supporting role typically known as “designated driver,” said Bryan Fry, President and CEO, Pernod Ricard USA. “The Celebrated Driver program is designed to change that mindset.”
According to Fry, the program will be integrated into other brand activations within the Pernod Ricard USA portfolio, including Olmeca Altos Tequila events leading up to Cinco de Mayo.
Fry said the Celebrated Driver program is consistent with Pernod Ricard USA’s overall efforts to combat the harmful use of alcohol. Earlier this year, the company joined with Pernod Ricard Americas to announce a collaboration with Alcohoot LLC, a New York-based company that has developed, manufactured and sold (without any Pernod Ricard USA involvement) an innovative smartphone breathalyzer to measure blood alcohol content. Alcohoot devices will be available at bars participating in the Celebrated Driver program to empower celebrated drivers to live up to their commitment.
Pernod Ricard USA is also a founding member of the Foundation for Advancing Alcohol Responsibility, a national non-profit organization funded by America’s Leading distillers that focuses on reducing underage drinking and drunk driving.