Press release -
To mark the 4th Responsib’All Day: Launch of ‘Wise Drinking’, the first global digital application promoting responsible drinking
Thanks to this new application, which is available in 37 languages on iPhone and Android, users are able to calculate the number of units of alcohol they consume in real time. The application takes into account the type of drinks consumed (wine, spirits or other), their volume, as well as the user’s gender and weight. This breakdown enables users to track their consumption over a given period of up to four weeks. With a geo-localisation system, the application adapts itself to applicable local law and then informs the consumer of the nearest suitable means of transport.
This application has been developed by the agency Novedia.
To access the application, go to http://wise-drinking.com/
Pernod Ricard has made education about responsible drinking the core of its CSR approach. The Group believes that it is through raising awareness of the risks and through active education that responsible long-term consumer behaviour can be achieved.
Responsib’All Day is the culmination of the Group’s actions to promote responsible drinking. This event is based on an original idea: to make Pernod Ricard’s 19,000 employees in 80 subsidiaries around the world the leading ambassadors of the Group’s commitments. During this day when the Group’s activity stops all around the world, a multitude of local initiatives and events allow employees to talk directly with customers, distributors and consumers about the 5 commitments made by the 13 companies in the wine, spirits, and beer sector since October 2012 during the ICAP* International Conference on Global Actions.
These commitments are:
1. To reduce underage drinking
2. To reduce drinking and driving
3. To strengthen and expand marketing codes of practice
4. To provide consumer information and develop responsible product innovations
5. To enlist the support of retailers to reduce harmful drinking
“Responsible drinking has always been at the heart of our policy of Social Responsibility and we remain highly committed, as shown once again by the mobilisation of our 19,000 employees throughout the world on the occasion of this fourth Responsib’All Day. It is by directly engaging with every consumer and every distributor that we have the chance to change behaviour in the long-term. It is a lengthy process that all those involved in the industry must pursue tirelessly,” says Pierre Pringuet, Vice-Chairman of the Board of Directors and Chief Executive Officer of the Pernod Ricard Group.
“Pernod Ricard has been at the forefront of digital development for its brands. The Group is now using all its expertise in the field of collaborative and social communication to launch ‘Wise Drinking’, the first application to raise everyone’s awareness on responsible drinking,” says Alexandre Ricard, Deputy Chief Executive Officer.
*ICAP: International Center for Alcohol Policies
As part of Recognize the Moment, The Absolut Company’s responsible drinking programme, The Absolut Company created Buddy Check, a smartphone application that helps you and your friends keep track of each other when going out.
By gently bumping your phones together you and your friends will be able to track each other using the GPS on your smartphones. The app challenges your party group to find each other within one minute and gently bump your phones together. This is a way to make sure that everyone is ok and still having a good time. If you don’t find each other you can always use the message feature within the app. Each completed buddy check will be awarded points. After each completed buddy check the app will also give tips and advice on how to make your night out even better. Like having a glass of water every now and then. The app will also alert the group if some is drifting off too far using a geofencing feature.
“We wanted a way to address peer pressure and alcohol that together can lead to binge drinking. Buddy Check gives you the opportunity to use the groups dynamic in a positive and responsible way when going out with friends,” says Paul Duffy, CEO, The Absolut Company.
Buddy Check can be downloaded free of charge in iTunes App Store.
About The Absolut Company
The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, KAHLÚA, Wyborowa, Luksusowa and Frïs. ABSOLUT VODKA is the world’s fourth largest premium spirits brand. Every bottle of ABSOLUT VODKA is produced in Åhus in southern Sweden. MALIBU is the number one coconut-flavoured rum in the world, sold in more than 150 countries. KAHLÚA coffee liqueur is the world leader in its category. As of July 2008, The Absolut Company is a company within the Pernod Ricard group, which holds one of the most prestigious brand portfolios in the sector. The head office is located in Stockholm, Sweden.
About Pernod Ricard
Pernod Ricard is the world’s co-leader in wines and spirits with consolidated sales of € 8,575 million in 2012/13. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin & Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Kahlúa and Malibu liqueurs, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo and Graffigna wines. Pernod Ricard employs a workforce of nearly 19,000 people and operates through a decentralised organisation, with 6 “Brand Companies” and 80 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics. Pernod Ricard is listed on the NYSE Euronext exchange (Ticker: RI; ISIN code: FR0000120693) and is a member of the CAC 40 index.
For further information, please contact:
Elin WIBELL / Corporate Communications / +46 (0)70 190 10 41
Sylvie MACHENAUD / Director External Communications / +33 (0)1 41 00 42 74
Carina ALFONSO MARTIN / Press Relations Manager / +33 (0)1 41 00 43 42
The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, Kahlúa, Wyborowa, Luksusowa och Frïs. Absolut Vodka is the world’s fourth largest premium spirits brand. Every bottle of Absolut Vodka is produced in Åhus, southern Sweden. Malibu is the number one rum-based coconut spirit in the world, sold in more than 150 countries. Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector.