Responsib’All Day 2012: 18 000 Pernod Ricard employees raise awareness on youth and alcohol

Thanks to programs such as ‘Prata Om Alkohol’ (Sweden), the Erasmus partnership ‘Responsible Party’ (Europe) and ‘”Safe Space” (Scotland) nearly half a million young adults have been taught about responsible drinking.

A range of exhibitions, forums with local authorities and non-profit organisations, as well as educational programs are deployed on this day in more than 70 countries.

In Sweden Pernod Ricard Sweden, Pernod Ricard Nordic and The Absolut Company, all part of the Pernod Ricard group, will join forces and spend their day at Fryshuset in Stockholm, Sweden. The day includes guest speakers, discussions and actions to provide employees with information and inspiration to educate young adults about responsible drinking.

Every employee is provided with simple educational tools such as tailored pocket brochures to guide them and any other person interested in fighting inappropriate consumption, to address the topic of ‘Alcohol and Youth’ with their families, friends and in their social environment. The goal is that the 18 000 Pernod Ricard employees will directly and personally brief 100 000 individuals.

Pierre Pringuet, Chief Executive Officer of Pernod Ricard, comments: “We have been promoting responsible drinking for more than 30 years. Today all our employees are mobilized to help make things change. As a company, we are resolutely dedicated to strengthen our engagement with public authorities and NGO to fight inappropriate drinking habits.”

CSR has always been and remains a strong engagement for Pernod Ricard. The Group has been committed to preventing risks associated with alcohol abuse since the 1971 foundation of IREB (French Institute of Scientific Research and Study on Drink). Its annual global awareness day, the Responsib’All Day, is the outcome of active involvement throughout the world in partnership with public authority partners, NGOs and others.

Last year, thanks to the overwhelming employee engagement during the Responsib’All Day, the initiative ‘Safe Roads 4 Youth’, aiming to implement preventive actions on “Drinking and driving” with young adults, was put in place. It has already been rolled out in South Africa, Argentina and Vietnam and will be monitored and assessed by independent scientists.

 “Any abusive or inappropriate consumption of products may have adverse effects on our consumers’ health and is contrary to our values and the Group’s ethos,” adds Armand Hennon, Pernod Ricard Vice-President, Public Affairs, France: “Our message is clear: ‘No alcohol if you are underage, not too much if you are of legal drinking age’.

For more information, please contact:

Paula Eriksson, VP Corporate Communications, The Absolut Company, +46 (0)70 190 12 07, paula.eriksson@pernod-ricard.com

Per Anesten, Public Affairs, CSR & Communications Director, Pernod Ricard Nordic, +46 (0)70 869 12 43, per.anesten@pernod-ricard.com