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, completed a national effort on May 6 to promote retailer engagement with The Foundation for Advancing Alcohol Responsibility (Responsibility.org), a national not-for-profit funded by distillers which leads the fight to eliminate drunk driving and underage drinking and promotes responsible decision-making regarding beverage alcohol.
Pernod Ricard USA’s full salesforce teamed up with more than 1,000 Southern salespeople to distribute information to retail accounts which can be shared with consumers about key Responsibility.org programs including helpful tips on how to be a responsible host during the occasion-filled summer months. The team covered thousands of 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 brought this program back for another year in partnership with the Southern team.”
Wayne Chaplin, Southern’s President and Chief Executive Officer, added, “We’re thrilled to have partnered again with Pernod Ricard USA on this vital responsible consumption program. For the second year in a row, we asked our sales teams to talk with retailers and provide useful tools aimed at reducing the irresponsible consumption of alcohol. Along with Pernod Ricard USA and Responsibility.org, we’re committed to being leaders in educating consumers on responsible drinking.”
Responsibility.org has created breakthrough programs that have contributed to a significant reduction in drunk driving and underage drinking. Since the organization was formed in 1991, drunk driving fatalities have decreased 36% and lifetime alcohol consumption among our nation’s youth has decreased 42%.
“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 delivered was designed to enlist retailers’ support in our fight against irresponsible consumption, while also empowering them to issue a call to action to consumers.”
Responsibility.org 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 Responsibility.org and alcohol responsibility.”
ABOUT PERNOD RICARD USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs a workforce of nearly 19,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI).
The company’s leading spirits and wines include such prestigious brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram’s Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard® and Avión™ Tequila (through a joint venture with Tequila Avión); such superior wines as Jacob’s Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is based in New York, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.
About Southern Wine & Spirits of America, Inc.
Southern Wine & Spirits of America, Inc., is the nation’s largest wine and spirits distributor and broker with operations in 35 markets. The multi-state distributor currently operates in: Alabama, Alaska, Arizona, California, Colorado, Delaware, the District of Columbia, Florida, Kentucky, Hawaii, Idaho, Illinois, Indiana, Iowa, Maryland, Maine, Michigan, Minnesota, Mississippi, Montana, Nevada, New Hampshire, New Mexico, New York, North Carolina, Ohio, Oregon, Pennsylvania, South Carolina, Utah, Vermont, Virginia, Washington, West Virginia and Wyoming. Southern also holds operating licenses and permits in Nebraska and Texas. On a national basis, Southern Wine & Spirits of America, Inc. employs more than 14,000 team members. Southern urges all retail customers and adult consumers to market, sell, serve and enjoy its products responsibly. For more information about Southern and its responsible consumption program, see:www.southernwine.com.
About the Foundation for Advancing Alcohol Responsibility
The Foundation for Advancing Alcohol Responsibility (Responsibility.org) is a national not-for-profit that leads the fight to eliminate drunk driving and underage drinking and is funded by the following distillers: Bacardi U.S.A., Inc.; Beam Suntory; Brown-Forman; Constellation Brands, Inc.; DIAGEO; Edrington; Hood River Distillers, Inc.; and Pernod Ricard USA. For more than 23 years, Responsibility.org has transformed countless lives through programs that bring individuals, families and communities together to guide a lifetime of conversations around alcohol responsibility and offering proven strategies to stop impaired driving. To learn more, please visit us at www.responsibility.org.
