‘‘ALCOHOL:
I’M IN CONTROL’’
PERNOD RICARD’S BEST PRACTICES
AROUND THE WORLD
10.
02.
A MESSAGE FROM
PATRICK RICARD
AND PIERRE PRINGUET
04.
A LONG-TERM
COMMITMENT
06.
A DEMANDING
POLICY
ADVOCATING
MODERATION
18.
AVOIDING
DRINK-DRIVING
24.
MAKING YOUNG PEOPLE
AWARE OF THE RISKS
LINKED TO ALCOHOL
30.
DISSUADING PREGNANT
WOMEN FROM DRINKING
08.
OUR INITIATIVES AROUND
THE WORLD
CONTENTS
36.
MAKING STAFF AWARE OF
THEIR RESPONSIBILITIES
42.
PARTNER ORGANISATIONS
OUR BELIEF IS STRONG,
OUR COMMITMENT TOTAL.’’
by Patrick Ricard and Pierre Pringuet
Since the Group’s creation in 1975, Pernod Ricard’s business
has been built with a long-term perspective and a development
strategy consistent with the commitments we have made on
Sustainability. We intend to pursue the Premiumisation of our
brands, and hence promote the reasonable enjoyment of our
high quality products.
While our products can form an enjoyable part of our lifestyle
when we chose to consume them, we also know that excessive
or inappropriate consumption can cause harm. That is why we
have adopted a proactive attitude to promoting moderation and
responsibility when people drink our products.
Pernod Ricard goes further than simply obeying the letter of the
law, applying strict internal controls. We have developed our
own Code for commercial communications, which is sometimes
more restrictive than the various industry codes of practice.
Our internal review procedure on advertising ethics has already
proved its worth, and is now a mandatory part of our marketing
procedures.
02
‘‘Pernod Ricard applies itself
strict internal controls.’’
The Group’s Executive Committee is the moving force behind our
Corporate Responsibility programme. Each brand or distribution
company within the Group is duty-bound to integrate the
principles agreed by the Committee into its business practices.
Our subsidiaries must also take on board local requests by
communities and government. Our commitment goes beyond
talking and good intentions: action on the ground is our priority.
This report will introduce you to a broad range of our initiatives.
Please take time to discover our commitment to responsible
drinking through initiatives aimed at preventing alcohol abuse
and developed by our subsidiaries worldwide.
PATRICK RICARD
PIERRE PRINGUET
Chairman of the Board
Chief Executive Officer
03
A LONG-TERM COMMITMENT
Key dates in the fight against alcohol abuse
1974
1990
1991
1992
1994
1995
1999
Formation of the
Distilled Spirits
Council of the
United States
(DISCUS).
Formation
of Eurocare
(European Council
for Alcohol
Research
and Education).
“Health for all by
2000”, drafted by
the WHO regional
Office for Europe.
First European
action plan on
alcoholism (WHO/
EURO), the starting
point for devising
and implementing
alcohol policies and
programmes among
European Union
member states.
Publication of
“Alcohol Policy
and the Public
Good” (G. Edwards
and others), the
theoretical basis
for policymakers
worldwide.
Formation of ICAP
(International
Centre for Alcohol
Policies).
Drawing up of the
European Alcohol
Action Plan
for 2000-2005
(WHO/EURO).
Publication of
the Global Burden
of Disease (World
Health Organisation
and the World Bank).
Introduction of the
Evin legislation
on advertising
alcohol in France.
European Charter
on Alcohol
(WHO/EURO).
Social Trends
Early 1960s: downward trend of per-capita average
alcohol consumption in developed countries
(until the mid-1990s).
Mid 1990s to present:
Trend towards binge-drinking in developed countries.
Trend towards the multiple usage of psychoactive substances.
Pernod Ricard’s commitments
1971
1981
1990
1993
1999
2000
2001
Formation of IREB
(French-based
institute for alcohol
research)
by Jean Hémard,
the then Chairman
of Pernod SA.
Pernod Ricard
becomes
a member of the
FISAC
(Fundación de
Investigaciones
Sociales,
Asociacion Civil)
in Mexico.
Pernod becomes
a member of the
Amsterdam Group
(now called the
European Forum
for Responsible
Drinking or EFRD).
Pernod Ricard
joins GODA
(Foreningen Gode
Alkoholdninger)
in Denmark.
Pernod Ricard joins
the Federación
Española
de Bebidas
Esprituosas
(FEBE).
Pernod Ricard joins
the Fundación
Alcohol
y Sociedad
in Spain.
Pernod Ricard signs
up to the
“European
recommendations
on drinking among
minors
and adolescents”,
(regarding training
initiative for bar staff
and salespeople).
Pernod Ricard
joins the Distilled
Spirits Council of
the United States
(DISCUS).
04
Pernod Ricard
becomes
a member
of Entreprise
et Prévention
in France.
Pernod Ricard
becomes a member
of the Portman
Group.
2001
2002
2003
2006
2007
2008
EU Council
recommendation
on young people
and alcohol.
WHO declaration
on marketing
and promoting alcohol
to young people.
First meeting of the
WHO and alcoholicdrinks producers
in Geneva, Switzerland.
WHO resolution 58.26
and consultations
with representatives
of alcoholic-drinks
producers.
Formation of the
European forum,
“Alcohol and Health”
(EC/DG SANCO).
61st World Health
Assembly: resolution to
create a comprehensive
alcohol strategy.
Publication of the book
“Alcohol: No Ordinary
Commodity”
(Babor and others)
by the WHO.
European Commission
communiqué, “An EU
strategy to help member
states reduce alcoholrelated harm”.
Publication of “Drinking
in Context: Patterns,
Interventions and
Partnerships”,
(Stimson, Grant,
Choquet & Garrison).
Second meeting of the
WHO and alcoholicdrinks producers
in Geneva, Switzerland.
1990 to present: growing alcohol consumption
in emerging markets.
2002
2003
2004
2005
2006
2007
2008
Pernod Ricard signs a
partnership agreement
with the French roadsafety authorities.
Pernod Ricard
supports
the introduction of
Central Copy
Clearance Ireland
(CCCI).
Pernod Ricard
is founding member of
HAFRAC (Hungarian
Association
for Responsible
Consumption).
Pernod Ricard
joins ICAP.
The warning symbol
for drinking during
pregnancy is rolled out
across Europe.
Pernod Ricard
adopts a new Code
on Commercial
Communications.
The Accept
Responsibility
campaign is launched
in the UK.
Pernod Ricard partners
with the Forum on
Alcohol and Health.
Launch of the
AcceptResponsibility
campaign in the United
States.
Adoption of a
Pernod Ricard
Code of responsible
conduct.
Pernod Ricard
joins MEAS (Mature
Enjoyment
of Alcohol
in Society)
in Ireland.
Pernod Ricard
becomes
a member of the PSR
Forum in the Czech
Republic.
Partnership between
Pernod Ricard China
and the Shanghai
local road-safety
authorities and
police.
Pernod Ricard
joins DrinkWise
in Australia.
Adoption of the
Sustainable
Development
Charter.
Launch of the
drinkaware.ie website
by MEAS
in Ireland.
Pernod Ricard joins in
the Drinkaware Trust
in the UK.
Pernod and Ricard
promote the 2340.fr
website.
Pernod Ricard creates
a Responsible
Drinking section on
its intranet.
05
A DEMANDING
POLICY
André Hémard,
Director of Corporate Social Responsibility
What are the main principles of the Group’s policy on responsible
drinking?
Implementing a policy on responsible consumption is very
demanding. We have to turn our commitments into actions that fit
with local-market conditions wherever the Group has a presence.
We use our marketing teams’ expertise to create forceful awareness
campaigns and the Group’s international footprint, together with its
distribution muscle, to get messages on preventing alcohol abuse
across to a wide audience. It’s about making our consumers aware
of the dangers of the inappropriate consumption of alcohol.
“Globally, the Group has recently decided on a number of voluntary
steps putting it at the forefront of preventing alcohol harm.”
How does this commitment translate into action on the ground?
Today, Pernod Ricard’s commitment to responsible drinking takes
different forms. Firstly, the Group and its subsidiaries are involved in
countering the risks posed by alcohol misuse through associations
set up with other companies and bodies in the Wine and Spirits
industry.
While still actively supporting these associations, the Group
is increasingly committed to more direct action. Globally,
Pernod Ricard has recently decided on a number of voluntary steps
putting it at the forefront of preventing alcohol harm. These include
integrating into our bottles labels in Europe health-warning logos on
drinking during pregnancy, and carrying sensible-drinking messages
in all our advertising. At local level, our subsidiaries are increasingly
developing their own responsible-consumption initiatives.
Pernod Ricard also endorses the work of government authorities in
this field and participates in their programmes to reduce excessive
or inappropriate drinking.
06
How do you prioritise the various initiatives?
Our main objectives are consumer awareness and preventing abuse.
The initiatives developed focus on five priorities: promoting moderate
drinking, campaigning against drink-driving, making young people
aware of the risks linked to alcohol, campaigning against drinking
during pregnancy and encouraging a responsible attitude to drinking
among Group personnel. Of course, other initiatives aimed at solving
different types of problems can be undertaken by our subsidiaries,
in line with local priorities.
How do you implement such an ambitious policy?
In 2007, a network of over 40 “corporate responsibility correspondents”
drawn from among Group staff was set up to promote the sharing of
best practice. For instance: Pernod Ricard UK built on the success of
Pernod Ricard USA’ s “Accept Responsibility” campaign to formulate
its own commitment to consuming responsibly, adapting the American
initiative for use in the United Kingdom. This network of correspondents
held its first annual meeting during October 2007 in Washington on
the theme of “Social implications linked with alcohol”.
To spread the word internationally about its policy on responsible drinking,
Pernod Ricard has set up a network of specialist correspondents.
Promoting responsible drinking on 5 fronts
■ ADVOCATING
■ AVOIDING
■ MAKING
DRINK-DRIVING
YOUNG PEOPLE AWARE OF THE RISKS LINKED TO ALCOHOL
■ DISSUADING
■ MAKING
MODERATION
PREGNANT WOMEN FROM DRINKING
STAFF AWARE OF THEIR RESPONSIBILITY
07
OUR
INITIATIVES
WORLDWIDE
UNITED STATES
2008
UNITED STATES
2007-2008
Kahlúa and
Malibu television
commercials about
the risks of drinkdriving.
(page 23)
“Accept Responsibility”
campaign on preventing
alcohol abuse, aimed at
multiple target groups.
(pages 23 and 26)
MEXICO
2006-2007
Television
commercial on the
dangers of drinkdriving,
“O tomas o manejas”.
(page 23)
ARGENTINA,
PERU, CHILE,
URUGUAY,
ECUADOR,
2007 onwards
“Beber con
moderación”
awareness campaign
on sensible drinking,
aimed at staff.
(page 39)
08
VENEZUELA
2007-2008
“Equilibrio” campaign
on preventing alcohol
abuse, aimed at
multiple target groups.
(page 35)
BRAZIL
2007
“Angels of the
Night” promotional
campaign for
designated drivers.
(page 21)
BINGE
DRINKING
DOESN’T START WITH A DRINK,
IT STARTS WITH
AN EXCUSE.
I NEED A FEW
DRINKS TO LOOSEN UP.
I DON’T START TO FEEL
ANYTHING UNTIL MY 3RD DRINK.
I CAN’T HAVE A GOOD TIME
WITHOUT DRINKING.
WE
ALWAYS
HAVE A FEW DRINKS
BEFORE WE GO OUT.
IRELAND
2007
“Had enough”
campaign on drinking
to excess.
(page 27)
SCOTLAND
2007-2008
“Alcohol Awareness
Week” to raise
staff awareness of
drinking responsibly.
(page 38)
Find out the truth
about binge drinking at
acceptresponsibility.org.uk
ACCEPT RESPONSIBILITY
Pernod Ricard UK is a member of the Portman Group promoting responsible drinking
UNITED KINGDOM
2007-2008
“Accept Responsibility”
campaign aimed at
multiple target groups.
(page 27)
POLAND
2007-2008
Campaign highlighting
the dangers of drinking
and water sports.
(page 16)
GERMANY
2008
“Smart Driving” anti-drinkdriving campaign.
(page 22)
FRANCE
2002 onwards
“You Serve, You Decide”
campaign aimed
at bar staff.
(page 28)
CHINA
2005 onwards
ITALY
2007-2008
Campaign on
preventing alcohol
abuse and drinkdriving among young
people.
(page 22)
SPAIN
2001 onwards
Project on alcohol
and adolescence aimed
at parents, teachers
and pupils.
(page 27)
Distribution of training
material to sales staff,
“How to say No”
to under-age drinkers.
(page 41)
SOUTH KOREA
2007
“Live Responsibly”
anti-drink-driving
campaign.
(page 23)
Anti-drink-driving
initiatives by Pernod
and Ricard as part
of the Road Safety
Charter.
(page 21)
SWITZERLAND
2007
THAILAND
2007
Anti-drink-driving
campaign targeting
staff and consumers.
(pages 28 and 38)
Anti-drink-driving campaign.
(page 22)
INDIA
2007
Campaign
on preventing
alcohol abuse
and drink-driving
among young
people.
(page 28)
SINGAPORE
2007
Promotional campaign
for designated drivers.
(page 21)
TAIWAN
2007
Promotional campaign
for designated drivers.
(page 21)
AUSTRALIA
2007-2008
Sensible-drinking
campaign for young
adults at “Malibu Sunset
Social” events.
(page 29)
AUSTRALIA/
NEW ZEALAND
2007 onwards
Promotional campaign for designated
drivers aimed at winery visitor centres
and staff.
(pages 21 and 38)
09
KNOWING
MY LIMITS
10
ADVOCATING
MODERATION
THE STAKES
More than 2 billion people in the world regularly consume alcoholic
beverages(1), all of whom have an interest in Pernod Ricard’s
principles for drinking responsibly. Any consumer, whether a regular or
infrequent drinker, living anywhere in the world should have access to
information on treating alcohol responsibly, on enjoying the conviviality
it can foster and on the dangers of abuse.
Everyone involved has a role to play in encouraging a culture of
moderation, from public health authorities to ordinary citizens,
alcoholic-drinks producers and distributors through to the point of
sale and to bar staff.
OUR COMMITMENTS
Moderate consumption is a leading principle in the Group’s activities.
This commitment is translated into:
OUR CONCRETE ACTIONS
Promoting our products
responsibly
Broad principles defined at Group level,
translated into practical action
on the ground
It is Pernod Ricard’s Executive Committee that decides the main
objectives for the Group’s policy on corporate responsibility. The
subsidiaries’ role is to integrate these objectives into their business
practices, adapting them to local circumstances.
• Respecting ethical guidelines in the promotion of Group products.
It also forms part of a dialogue with the authorities and civil society,
and entails support for Research into alcohol-related issues.
• Respecting ethical guidelines in advertising.
• Supporting public-health authorities and promoting dialogue with
the community.
• Funding Research projects.
(1) Global Status Report on Alcohol (2004), World Health Organisation.
11
An avant-garde measure: adding a sensible-drinking
message to all advertising campaigns worldwide
Since 2006, all advertising by Pernod Ricard subsidiaries worldwide
has included a sensible-drinking or health-safety message. In most
cases today, alcoholic-drinks advertising is regulated either by law
or industry codes of practice. However, in some countries there
is no compulsion to observe any specific measures. For such
countries, Pernod Ricard has decided to apply the same demands
on promoting its products sensibly. In Canada, for example, Corby
Distilleries includes the health message in English or French in its
advertising and point-of-sale material for both the on- and off-premise
sectors, even though there is no legal requirement to do so.
While adding a message on moderation is mandatory, subsidiaries
can decide on its format and adapt it to local circumstances. This
is the case in China, for example, where Pernod Ricard China’s
message, “Don’t drink if you’re under age or plan to drive”, highlights
two major problem areas. Group companies are also asked to tailor
general warnings on alcohol abuse to their own market. That’s why
the glasses used for tastings and promotions carry the message
“Don’t drink if you’re going to drive. Minors and pregnant women
must not consume alcohol”.
Advertising ethics
Pernod Ricard has established ethical guidelines for its advertising
campaigns. An internal-review process is used at all operational
levels and applied with the same rigour, whatever the country
concerned.
The Pernod Ricard Code for Commercial
Communications
The Group’s Sustainable Development Charter(1), adopted in 2005,
already underlined the importance of a commitment to responsible
consumption and ethical marketing. The adoption of a Pernod
Ricard Code for commercial communications in 2007 took this
to a new level. Based on the European Forum for Responsible
Drinking’s code of conduct previously used by Pernod Ricard, the
new code sets ethical and advertising standards for Group staff
worldwide.
The Pernod Ricard code contains specific provisions above and
beyond the general requirements of industry codes of practice:
– A ban on all obscenity or gratuitous nudity in advertising.
– A ban on all advertising or branding at motor-racing circuits on
hoardings, racing cars or participating drivers.
– An obligation to explain and apply the code to all of Pernod
Ricard’s external suppliers and contractors.
(1) Available on the Pernod Ricard website.
In Venezuela, the warning on alcohol abuse included in brand
advertising advises: “If you are under age, plan to drive or are pregnant,
don’t drink.”
12
The Internal approval Committee
The Internal approval
Committee
To ensure that subsidiaries observe its Code on Commercial
Communications, Pernod Ricard has established an Internal
approval Committee. In addition to its role as “guardian” of the
rules on self-regulation, the Committee must also be consulted
on the advertising campaigns for the 15 strategic brands(2) before
their release. The 30 local brands are encouraged to seek the
Committee’s opinion.
From left to right and top to bottom:
Armand Hennon
Director of Public Affairs, France
Tom Lalla
VP, Administrative and Legal Affairs,
Pernod Ricard USA
80% of the Group’s advertising investment is focused on the 15 key
brands. Add in the 30 local brands, and the proportion of
campaigns reviewed prior to release exceeds 90%. For all other
brands, observance of the Pernod Ricard Code is mandatory. An
overview is conducted post-launch for all campaigns not subject
to scrutiny beforehand.
The Committee reaches collective decisions (with a maximum of
four people participating, and independent advice on hand where
necessary). Both promptly (its verdict is delivered within a sevenday deadline) and clearly (a written evaluation of each campaign is
provided).
The Committee can hand down three types of decision:
– Green: full approval (but observations may be included).
– Amber: approval subject to changes (but the campaign need
not be resubmitted).
– Red: rejection (a new campaign will need to be submitted).
Audrey Yayon-Dauvet
Director of Intellectual Property
Rick Connor
VP, International Public Affairs
Training staff in marketing ethics
Staff are trained in Pernod Ricard’s standards for marketing ethics as
soon as they join the Group, during their induction. Legal seminars
on implementing the Pernod Ricard Code are also conducted
regularly at the the Group’s training centre. In addition, Group
subsidiaries provide marketing-ethics training for their employees.
At any stage in the development of their advertising, marketing
teams can also refer to the website www.marketresponsibly.eu
organised at European level by the EFRD (European Forum for
Responsible Drinking). This interactive facility provides a check
on whether campaigns comply with the EFRD Code and contains
information on training staff to work within the Code.
A report on the extent to which the campaigns submitted are compliant,
and reviewing the ethical issues raised, is given to members of the
Group Executive Committee at each of its meetings.
(2) Ricard, Ballantine’s, Chivas Regal, Malibu, Absolut, Havana Club, Beefeater, Kahlúa,
Jameson, The Glenlivet, Martell, Mumm, Perrier-Jouët, Jacob’s Creek, Montana.
Campaigns rejected as non-compliant
with the Code for the following reasons:
1 Linking drinking with driving
2 The inappropriate portrayal of women
1
2
3
3 People apparently under 25 years of age
13
Working in partnership
with the authorities
and health-safety bodies
Pernod Ricard side-by-side
with the European Commission
In June 2007, Pernod Ricard signed the charter of the European
forum, “Alcohol and Health”. This action group formed by the
European Commission brings together commercial players and
non-governmental organisations keen to prevent alcohol harm.
Member States of the European Union, European institutions, the
World Health Organisation (WHO) and the International Organisation
of Vine and Wine participate as observers.
On joining the Forum, Pernod Ricard submitted to the Commission
an action plan with objectives and details of how progress could be
tracked and results evaluated.
Among the first initiatives Pernod Ricard presented to the
Commission was extending to the rest of the European Union
the drinking-during-pregnancy warning symbol initially used on its
labels in France.
Pernod Ricard also took up the European Commission’s invitation to
sign the European Road-Safety Charter. The Group has committed
itself to take concrete steps, measure the results and highlight the
urgent need to reduce the number of road-accident victims. The
Charter is also a means for signatories to help increase road safety
in Europe and share best practice with the common goal of halving
the number of road-traffic accidents by 2010.
Passing on the safer-drinking
messages of public-health authorities
Pernod Ricard has undertaken to raise public awareness of the
limits beyond which drinking can cause health problems, and so to
pass on the message from public-health bodies around the world.
In France, “Entreprise et Prévention”, an organisation supported by
Pernod Ricard, developed a campaign entitled “2340” in 2007 to
remind the public of these limits using a website and advertising
posters.
The WHO’s safer-drinking limits
Drawn up by a group of WHO experts in 1980, these put the daily limit at two units of
alcohol(1) for women, three units for men, four on special occasions and zero units at least
once a week and in higher-risk situations including: pregnancy and breast-feeding, those
below legal drinking age, when driving a vehicle or using dangerous machinery, whenever
care or vigilance are required and when taking medication.
(1) A unit of alcohol equates to 10 grams of pure alcohol
1 flute glass
of champagne
(10cl at 12%
alcohol by volume)
1 tall glass
of spirits
with a mixer
1 small glass
of beer
1 glass of
whisky
1 small glass
of wine
1 glass
of digestif
(25cl at 5% abv)
(3cl at 40% abv)
(10cl at 12% abv)
(3cl at 40% abv)
(3cl at 40% abv
+ mixer)
Left: Signing the founding charter of the European Forum
on Alcohol and Health (June 2007). Markos Kyprianou,
then European Commissioner for Health, and Thierry Billot,
then Chairman and CEO of Pernod Ricard Europe.
Right: Signing the European Road Safety Charter
(October 2007). Jean Rodesch, Vice-President,
Institutional Affairs at Pernod Ricard.
14
PERSPECTIVE
BARONESS JEAN COUSSINS
Chief Executive of the Portman Group
in the United Kingdom from 1996 to 2006
What do you see as the role of organisations aiming to prevent
alcohol abuse?
Organisations like the Portman Group in the United Kingdom or
“Entreprise et Prévention” in France represent their members and
work in the industry’s interests overall. They campaign for corporate
responsibility, set standards and encourage best practice by their
members. They also work in partnership with government, parent
groups, students, doctors and so on. Lastly, they seek to defend the
role played by business in reducing the damaging effects alcohol can
have, without making themselves scapegoats.
What do you think a group like Pernod Ricard can bring to the
fight against excessive or inappropriate drinking?
A group such as Pernod Ricard must lead by example. It can use its
marketing expertise to promote responsible drinking by developing
high-impact awareness campaigns, for example. It can also endeavour
to integrate awareness messages into its advertising. That’s what
Pernod Ricard has done, all of its advertising campaigns now carrying
a health warning. Finally, I think a message put across by a wine and
spirit group really has an effect on consumers, because they don’t
always expect this kind of thing from companies.
“A group like Pernod Ricard can use its marketing
expertise to promote responsible drinking.”
These organisations are financed by wine and spirit producers.
How can they remain independent?
Each member company has a representative on the organisation’s
board which sets the strategy and budget. At operational level,
however, companies leave the organisation free to campaign and act
as it sees fit. The Portman Group and the other organisations fighting
alcohol abuse must have the freedom to criticise their members. It’s
a question of credibility.
Jean Coussins was the Chief Executive of the Portman Group in the
UK from 1996 to 2006. She was a member of the Better Regulation
Commission, which worked with British policy-makers to improve
legislation, and she is currently a member of the Advertising Standards
Authority. She now sits as a crossbench peer in the House of Lords.
The Portman Group was formed in 1989 in the UK
by the leading producers and distributors of beers, wines
and spirits. It is active solely on corporate-responsibility
issues related to alcohol. Pernod Ricard has been
a member since 1999.
15
Working with organisations to prevent
alcohol abuse
Along with other companies in the drinks industry, Pernod Ricard
has founded organisations around the world whose sole purpose
is to promote responsible consumption.
The latest of these is the Polish Vodka Association, founded in
Poland during 2007 by Wyborowa, among other industry players.
The association’s first initiative was a major campaign to prevent and
raise awareness of the dangers of water-based recreational activities
after drinking alcohol. The “Water with No Alcohol” campaign was
repeated in 2008.
☞ For a list of the anti-alcohol-abuse organisations of which Pernod
Ricard is a member, please see page 42.
Taking research forwards
The Polish Vodka Association’s campaign on
preventing alcohol abuse, “Water with no alcohol”.
Since its formation, Pernod Ricard has contributed to scientific
research into alcohol studies and the biomedical effects of alcohol
consumption. Since 1971, the Group has funded the “Institut de
Recherche et d’Etude des Boissons” (IREB), a research body
founded by Jean Hémard, then chairman of Pernod SA.
ICAP
Through its support for ICAP (International Centre for Alcohol Policies), Pernod Ricard seeks to promote understanding of the role of alcohol in society
and to help reduce the abuse of alcohol worldwide. ICAP is an international think tank on alcohol policy issues and has a database enabling the publication
of well-documented, objective analyses. ICAP works to encourage dialogue and pursue partnerships involving the wine and spirit industry, the public health
community and others interested in alcohol policy. Starting from the standpoint that policies to prevent alcohol abuse must be based on scientific fact if they
are to work in the long term, ICAP regularly publishes research reports on the health risks posed by alcohol.
IREB runs a large number of research
programmes into alcohol and the
biomedical aspects of drinking.
16
PERSPECTIVE
GEORGES DE SAINT BLANQUAT
Chairman of the Scientific Council
of the “Institut de Recherches Scientifiques
sur les Boissons” (IREB) from 2003 to 2008
How does IREB operate?
IREB is administered by a Board of representatives from member
companies. There is an independent Scientific Committee of
volunteers with which the Board does not interfere, as dictated by the
statutes under which IREB was founded. This committee is made up
of a dozen co-opted members, all recognised in scientific circles for
their achievements and representing all fields of alcohol studies.
Where has IREB made an important contribution to scientific
research?
In the context of its in-house research, especially into the younger
population, IREB has contributed substantially to our knowledge of
consumption patterns and attitudes towards alcohol within this age
group.
“We contribute to the wider knowledge
of young people’s attitudes towards alcohol.”
What are the main areas of IREB’s research?
Initially, IREB focused primarily on research into dependence.
Gradually, other areas were included, split into two major categories
of ‘in-house research’, primarily studies initiated by IREB and
subcontracted to laboratories or bodies thought to have the necessary
skills, and ‘subsidised’ research where IREB invites laboratories to
submit research proposals. The Scientific Committee examines the
proposals and decides which to fund.
With its subsidised research, IREB supports others working in the
French public arena, principally the CNRS (Centre National de la
Recherche Scientifique), INSERM (Institut National de la Santé et de
la Recherche Médicale) and MILDT, an interministerial initiative against
drug addiction.
IREB has participated in significant advances in predictive testing,
genetics, therapeutic molecules and studies of alcohol’s role in fields
such as sport, celebration etc.
Each year, IREB funds around 30 research projects on a broad
spectrum of themes such as history, anthropology, sociology,
perinatality, the impact of alcohol on organs like the liver and brain,
carcinogenesis and so on.
Georges de Saint Blanquat holds a doctorate in science, is a researcher at
the “Centre National de la Recherche Scientifique” (CNRS) in Paris and a
Professor at the University of Bordeaux. He has been a member of the IREB
Scientific Committee since 1988 and its Chairman from 2003 to 2008.
Founded in 1971 by producers and distributors of alcoholic
drinks, IREB is a research body that publishes studies into,
and information on, alcohol. Over 250 biomedical research
programmes have been funded so far.
17
STAYING
CLEAN WHEN
I DRIVE
18
AVOIDING
DRINKING
AND DRIVING
THE STAKES
According to the WHO, around 1.2 million people die in road traffic
accidents each year and 20 to 50 million(1) are injured or become
handicapped. Depending on the country, 20% to 69% of fatally
injured drivers had consumed alcohol before their crash(2). In 85%
of alcohol-related fatal accidents, those responsible are occasional
drinkers(3) who might have a drink over lunch at work, at a party with
friends or on similar occasions. Action can and must be taken to
limit the number of accidents.
OUR CONCRETE ACTIONS
By signing the European Road Safety Charter, Pernod Ricard has
committed itself to working through its European subsidiaries to
reduce the dangers linked with drinking and driving.
But Pernod Ricard’s road safety policies don’t stop at Europe’s
borders. A large number of initiatives are being actioned around
the world. (see page 21)
When the level of alcohol in the blood reaches 0.5 grams per litre,
the risk of an accident doubles. Over 0.8 grams, it’s multiplied
tenfold. At the wheel, alcohol narrows the driver’s field of vision,
increases the chance of being dazzled by headlights and slows
down reactions. A “standard glass” raises blood alcohol levels on
average by 0.2 g/L and takes 90 minutes to wear off.
Reducing the number of alcohol-related road accidents is a priority
for Pernod Ricard.
OUR COMMITMENTS
Pernod Ricard supports the policies of the road-safety authorities
and is committed to help reduce the number of alcohol-related
accidents. Prevention is key, informing drivers of the dangers and
encouraging them to change their habits. To that end, the Group is
taking action to reduce risks and developing campaigns to highlight
the dangers of drinking and driving.
(1) World report on road traffic injury prevention. WHO. 2004.
(2) Drinking and driving: a road safety manual for decision-makers and practitioners,
WHO. 2007.
(3) Data provided by the French road-safety authority.
19
PERSPECTIVE
JACQUES BARROT
Vice-President
of the European Commission
For the last four years, the European Road-Safety Charter, signed
by Pernod Ricard in november 2007, has mobilised companies in
the cause of preventing dangerous driving. How do you view its
performance so far?
In 2001, the European Union set itself the objective of saving 25,000
lives on European roads every year until 2010.
As part of this effort, the Commission decided in 2004 to create a
European Road-Safety Charter to rally as many different sections
of society as possible to this cause. Today, four years on, the
Charter has over a thousand signatories from both the public and
private sectors who have undertaken to implement awareness and
preventative initiatives. These will reach nearly 70 million people
throughout Europe.
Drink-driving is a major cause of road accidents. Is a european
approach to this issue possible, or should it be left to member
States?
After speeding, drink-driving is the biggest cause of fatal accidents.
For Europe, the problem is not so much the discrepancies between
legal limits for blood-alcohol as the rigour with which the States
enforce these limits.
Road-safety and policing, especially of drink-driving, are primarily
matters for member states. The European Union for its part can
encourage co-operation and the co-ordination of action through
best-practice sharing in these areas of road safety and policing, or
through supporting measures at community level.
To this end I recently proposed a draft directive to promote crossborder co-operation between member States on curbing serious
driving offences. The four offences to tackle as a priority are drinkdriving, speeding, failure to wear a seatbelt and failure to observe
traffic lights. Together, these four offences account for three quarters
of fatal accidents that can and must be avoided.
“The European Union has set itself the objective
of saving 25,000 lives on European roads every
year from now to 2010.”
I can mention two current examples to which I gave a prize for
excellence in 2007. One was run by the Latvian national oil company
targeting primary schools in the country and aimed at educating
children on road sense. The other was a large-scale awareness
campaign in the London region that sought to reduce road deaths
among the young by 62%.
The progress over the last five years is substantial, thanks in part
to the Charter. The number of people killed on European roads has
been cut by 20%. However, these efforts are not enough to reach the
objective of a 50% reduction by 2010.
We must continue to push for safer vehicles and infrastructure, but also
for safer behaviour by road users. That’s why I’m especially pleased
that a group like Pernod Ricard, already involved in preventing alcohol
abuse and promoting road safety, has become a signatory.
20
What can a Group like Pernod Ricard do to support the Commission
in this arena?
I’d like to thank Pernod Ricard again for becoming a Charter signatory.
It’s a bold gesture that will certainly encourage others in the alcoholicdrinks industry to become involved with promoting road safety. We
can already see the impetus this has created.
Pernod Ricard can contribute to reducing the number of road
accidents by continuing to promote the avoidance of alcohol when
driving, not only among its own staff but also among those at risk,
particularly young people, who aren’t always aware of the risks they
are taking and the dangers they put others through.
There are many measures that can be taken, such as giving out
breathalysers, or encouraging designated-driver schemes where
the driver doesn’t drink at all, as with the ‘Bob’ campaign supported
by the European Commission in partnership with the industry and
Pernod Ricard especially.
Promoting the designateddriver initiative
The designated driver has become an essential feature of the
awareness campaign. The concept is simple: to encourage one
of those at a party or an event to stay sober in order to drive his or
her friends home safely.
Pernod Ricard Singapore became involved in the fight against
drink-driving. The campaign launched during the 2007 festive
season uses peer influence to dissuade visitors to Singapore’s
discotheques from taking the wheel after drinking alcohol. Pernod
Ricard Singapore’s ambassadors promote the designated-driver
principle at nightclubs, distributing trendy and collectable dog tags
with this message. 1
In Brazil during the summer of 2007, ‘guardian angels’ made sure
those attending the launch party of the Ballantine’s ‘Leave an
Impression’ campaign got home safe and sound. 2
Those leaving the Ballantine’s Impression Party in August 2008 found
25 buses provided for party-goers by Pernod Ricard Brazil.
In Taiwan, Bob acts as spokesman for Pernod Ricard Taiwan’s
safety messages.
In Spain, the Foundation for Alcohol and Society, supported
by Pernod Ricard España, uses TV campaigns, radio, free
newspapers and viral marketing in addition to on-the-ground activity
at closing time for bars and nightclubs, to promote the concept of
“nocturnos” or designated drivers.
In France, as part of the the European Road Safety Charter signed
with the Ministry of Transport in 2002 and extended to include the
national health-insurance fund in 2008, the Pernod and Ricard
companies are implementing the designated-driver scheme at
all branded promotional events. Kits developed by Entreprise et
Prévention incorporating the official slogan of the road-safety body
Prévention Routière (“The Driver Doesn’t Drink” or “Who’s Driving?”)
are routinely handed out.
In Australia and New Zealand, the designated-driver initiative has
become mandatory since 2007 at all Pernod Ricard Pacific
events. Safety booths have been put up in winery visitor centres
and the scheme runs at external events such as promotions and
festivals. 3
The concept appealed to the Evian brand which is now an official
partner in the initiative and distributes free bottles of its water to
designated drivers. The program also has the support of the
DrinkWise Australia association.
25,000
LIVES TO SAVE
ICAP
The figure of 25,000 refers to the objective announced by the European Commission
in its 2001 white paper on transport of saving 25,000 lives (of the 50,000 killed every year)
on European roads between now and 2010.
1
2
3
21
Devising campaigns
to prevent the risks
of drink-driving
ZHAO XIAOPING
Zhao Xiaoping is Secretary General of the
Road Traffic Safety Association of China
(RTSC). Founded in 1994 and attached
to the Ministry of Public Safety which has
responsibility for road safety, the organisation
has a presence throughout the country.
In Italy since the summer of 2007, Pernod Ricard Italia together
with Havana Club International has been running an initiative
entitled “Non guidare, lasciati guidare” (“Don’t drive, get driven”).
Free buses link night clubs to town centres and resorts on the
Adriatic and Tyrrhenian coasts as well as Rome. This initiative is the
first commitment made by the Group within the framework of the
European Road Safety Charter. Pernod Ricard Italia also promotes
responsible drinking in night clubs by working with DJs, authors
of the ‘Ten Commandments of responsible drinking’ in Italy, who
became the initiative’s spokesmen at company-sponsored events
during the summer of 2008.
In Milan, from April to October, the operation “stewards of the night”
was implemented in partnership with Milan’s City Council and night
clubs from different areas of the city. The Havana Club “stewards”
made sure people were quiet when they left the clubs and helped
people access night buses or taxis. 1
The fight against drink-driving is one of your priorities.
What are the main challenges you face on this?
Exceptional economic growth and the exponential increase
in road-building and vehicles in use in China have made
road safety crucial. The public aren’t aware enough of
the risks linked with drinking and driving. Raising public
awareness and drawing attention to this issue is our main
challenge.
What objectives does the partnership between
the RTSAC and Pernod Ricard China have?
The partnership formed in 2005 with Pernod Ricard
China was aimed at launching our major joint campaign
against drink-driving. Together, we’ve been promoting
this campaign for the last three years, obtaining excellent
results and reaching around 60 million people through
a variety of channels, such as seminars, an educational
internet site, TV advertising and extensive press coverage.
We won’t stop there and want to pursue the partnership,
continuing to raise public awareness of the dangers of
drink-driving.
I think this kind of initiative is very positive because
promoting road safety is in everyone’s interests, including
companies.
1
22
2
In South Korea, Pernod Ricard Korea is at the forefront of the
fight against drink-driving. The campaign “Smart Driving”, launched
in November 2007, received the support of the NGO ‘Coalition
for Transportation Culture’ and the Road Traffic Safety Authority, a
government agency responsible for road safety. 2
3
4
Various communication tools support the campaign : a website
(www.smartdriving.co.kr), an information booklet and a poster
campaign during the year-end festivities in 2007. Seminars were
also held with traffic experts from academic circles, government,
and NGOs with the aim of finding workable solutions to the problem
of drink-driving.
In 2008, the Kahlúa brand invited consumers to think about
the risks of drink-driving with a creative, high-impact commercial
broadcast in the United States. 3
The Malibu brand likewise put together a commercial on the issue
as part of its “Get Your Island On” campaign. These initiatives fall
within Pernod Ricard USA’s objective of using a proportion of the
strategic brands’ advertising budgets to promote responsible-drinking
campaigns.
In Germany, Pernod Ricard Deutschland has developed a series
of positive, upbeat TV adverts about drinking responsibly for the
Ramazzotti brand within the framework of the “Live Ramazzotti”
campaign that started early in 2007. Aired in June 2008 on the
main public and private TV channels, the commercial entitled “Live
Responsibly” encourages people not to drive after consuming
alcohol.
Some executions of Pernod Ricard Venezuela’s “Sin Equilibrio”
and Pernod Ricard USA’s “Accept Responsibility” campaigns, both
developed in 2007, address the problem of drink-driving. Several
American television stations showed Pernod Ricard USA’s drinkdriving commercial during the 2007 year-end festive season as part
of their quota of public-service messages, testament to the quality
and effectiveness of the campaign.
The Absolut Company developed the “In an Absolut World”
campaign calling on consumers to imagine themselves in an
ideal world. The campaign includes an execution about drinking
responsibly. It uses offbeat humour to remind consumers of the
importance of keeping drinking and driving separate. The poster
shows a discotheque where the car park is filled entirely by taxis
since, ‘In an Absolut world, everyone acts responsibly”. Launched
in 2007, the campaign is currently running in the United States and
Mexico. 4
MAURICIO SORIANO
Mauricio Soriano is the legal head of
Casa Perdo Domecq, Pernod Ricard’s
subsidiary in Mexico. He co-ordinates
the activities of the Domecq Foundation,
which manages the corporate
responsibility projects of Casa Pedro
Domecq. Here, he tells us about the antidrink-driving campaign “O tomas O manejas” (“Either drink
or drive”).
What’s the thinking behind the “O tomas O manejas”
campaign?
The concept on which it’s based is that it’s dangerous to
try and do two essentially incompatible things at once, like
drinking and driving. Two TV ads have been developed
with the slogan “O tomas O manejas” (“Either drink or
drive”). They use comedy and analogy to show situations
where a lack of responsibility creates risk for oneself and
others. For example, you see a man trying to make toast
while in the bath or tie his shoe laces as he crosses the
road.
What kind of resources did you put into devising
this campaign?
In 2006, Casa Pedro Domecq decided to transfer 20%
of its net profit to the Domecq Foundation. The resulting
fund allows us to continue our work and maximise
the campaign’s public impact. From October 2006 to
December 2007, the ads were broadcast 800 times in
prime slots on five different TV channels. The campaign
also featured in cinemas and the press.
Have the results matched the investment?
Yes. After the spots were broadcast for five weeks,
the Mexican authorities in the shape of COFEPRIS
(the commission for the prevention of health risks),
attached to the Ministry of Health, wanted to run
the campaign in their allocated slots on the national
networks. As further recognition of our work, Casa Pedro
Domecq won the “Al Ries” national marketing award
for corporate responsibility.
23
KEEPING
TO SOFT DRINKS
ONCE IN A WHILE
24
MAKING YOUNG PEOPLE AWARE
OF THE POTENTIAL RISKS LINKED
TO ALCOHOL
THE STAKES
Although most young people treat alcohol responsibly, the 15-24
age group is more likely to be affected by excessive or inappropriate
consumption. Under-age drinking, bingedrinking and drink-driving
all have their risks, but their incidence varies by country.
According to the Eurobarometer study on attitudes to alcohol
published in March 2007, 31% of young Europeans aged 15-24
say they drink alcohol once a week. 25% admit to drinking three
to four glasses per occasion and 19% over four glasses. These
rates are higher than for all other age groups(1). Above and beyond
the immediate effects, such levels of excessive or inappropriate
drinking have dangerous long-term consequences. Limiting these
at-risk behaviour patterns is key.
OUR COMMITMENTS
OUR CONCRETE ACTIONS
Protecting minors
Responsible commercial communications
In 2007, Pernod Ricard adopted a code on commercial
communications. This code includes a series of measures ensuring
that minors are not targeted in advertising. Campaigns must not
portray minors drinking alcohol. They must only be broadcast in
media or at events where adults account for at least 70% of the
expected audience. Furthermore, these campaigns must use
actors or models at least 25 years old and may on no account
use any objects, images, styles, personalities, symbols or music
likely to attract minors. Lastly, minors aren’t allowed to access the
websites of Group brands. (see page 27 for more)
Pernod Ricard supports legislation to protect minors and
discourage them from drinking. The Group is committed not to
target minors in its commercial communications. Our other priority
is to raise awareness of responsible drinking among minors and
young adults.
(1) Eurobarometer special report 272 “Attitudes Towards Alcohol”.
Conducted by TNS Sofres for the European Commission, March 2007.
25
PERSPECTIVE
DR ALFRED MELE
Professor of Philosophy
at Florida State University
What’s the concept behind Pernod Ricard USA’s “Accept
Responsibility” campaign?
The campaign’s central idea is that one of the main causes of bingedrinking or drink-driving among minors is self-deception. People lie
to themselves by finding excuses for their irresponsible behaviour.
The campaign uses a two-stage strategy: firstly denouncing the
problem of self-deception, then encouraging individuals to accept
responsibility for their actions. 1
How do you view this type of health-safety initiative by a wine and
spirit group such as Pernod Ricard?
Pernod Ricard USA’s “Accept Responsibility” campaign looks
especially promising. It’s well thought-through and addresses
the problem of alcohol from a new and relevant angle. It draws
wider public attention to self-deception and pushes people to
accept responsibility for their attitude to alcohol. I think it has the
potential to strike a chord and encourage people to drink alcohol
more responsibly. It’s very positive for a business that makes and
distributes alcoholic drinks to invite its customers to be honest with
themselves and practice self-discipline.
“Pernod Ricard USA’s campaign addresses
the problem of alcohol from a new and relevant angle.”
How does the campaign address the problem of minors drinking?
Combating the consumption of alcohol by minors requires a multilevel approach – making young people aware of the dangers of
drinking and stricter controls on the sale of alcohol to minors are
examples of this. The “Accept Responsibility” campaign approaches
the problem from the angle of parental responsibility. It criticises those
parents who refuse to accept that their children drink alcohol. The
goal is to encourage them to solve the problem with their children,
and not hide behind excuses like “We did the same when we were
that age, and we turned out alright.”
26
Doctor Alfred Mele is Professor of Philosophy at Florida State University and
a specialist in the phenomenon of self-deception. He was written extensively
on the subject in academic journals.
Subsidiaries show their commitment
Pernod Ricard is very aware of the problem of young people
drinking. In France since the 1980s, the Group has funded the
studies IREB (the institute for alcohol research) conducts every
five years on a sample of 1,000 young people aged between 13
and 24. These studies yield useful information on young French
people’s attitudes and behaviour towards alcohol.
Convinced that protecting minors is vital, Patrick Ricard supported
the French government’s 2008 proposal to raise the legal age for
buying alcohol in France from 16 to 18.
In Spain, the Foundation for Alcohol and Society (FAS), supported
by Pernod Ricard Espana, has developed educational
programmes on alcohol for schools and colleges. These target
three key groups: pupils, teachers and families. The “Adolescence
and Alcohol” programme aimed at 12-18 year-olds seeks to raise
the age at which youngsters first try alcohol and to reduce the
number of under-age drinkers. Since the programme started
in 2001, more than a million adolescents have participated
at 2,100 schools and colleges. The FAS has also set up a
programme called “The Faces of Alcohol” based on the website
www.lascarasdelalcohol.com.es. 2
Making young adults aware
In Ireland, Irish Distillers has joined forces with MEAS (Mature
Enjoyment of Alcohol in Society), which highlights alcohol-related
issues through its five-year programme Drinkaware.ie. A national
advertising campaign tackling bingedrinking was launched in
2007. Entitled “Had Enough?”, this original campaign deals with
bingedrinking from the viewpoint of those around excessive
drinkers, who suffer from their behaviour and have “had enough”. It
encourages the public to reject the general tolerance in Irish society
towards drunken anti-social behaviour. The campaign also has a
foothold on Irish campuses. The “No Nonsense” guide aimed at
students was put together with the help of the Union of Students in
Ireland. With its direct language, the guide offers students advice
on drinking alcohol responsibly and can be downloaded free-ofcharge at www.drinkaware.ie. 3
Concerned at the dangers of excessive or inappropriate drinking
among young adults in particular, Pernod Ricard UK has adapted
Pernod Ricard USA’s Accept Responsibility campaign for use
in Britain. Running from April 2008 , the campaign’s first phase
addresses binge-drinking before dealing with under-age drinking
and drink-driving. 4
Similarly in Sweden, Pernod Ricard Nordic is working with
education professionals and teachers in the “Teach about Alcohol”
programme (www.prataomalkohol.se). The aim is to delay young
people’s first use of alcohol and instil in them a responsible attitude
towards drinking. Launched in 2006 and available to secondary
schools, the programme has proved successful since, at the end
of 2007, 2,400 schools had requested the teaching material,
representing 80% of Swedish schools. 600,000 pupils have been
given access to the material so far.
BINGE
DRINKING
DOESN’T START WITH A DRINK,
IT STARTS WITH
AN EXCUSE.
I NEED A FEW
DRINKS TO LOOSEN UP.
I DON’T START TO FEEL
ANYTHING UNTIL MY 3RD DRINK.
I CAN’T HAVE A GOOD TIME
WITHOUT DRINKING.
WE
ALWAYS
HAVE A FEW DRINKS
BEFORE WE GO OUT.
Find out the truth
about binge drinking at
acceptresponsibility.org.uk
ACCEPT RESPONSIBILITY
1
2
3
4
Pernod Ricard UK is a member of the Portman Group promoting responsible drinking
27
Making young people aware of the risks linked
with drink-driving
In India, where one person in two is under 25 years old,
Pernod Ricard India developed a campaign promoting
designated drivers to young people for the 2007 year-end festivities.
The resources deployed were aimed at securing maximum impact
with the target group. TV ads used humour to tackle the subject
in order to attract a younger audience. For its radio commercials,
Pernod Ricard India utilised the voices of film actors popular with
young adults. 1
Pernod Ricard Thailand also ran a campaign in December
2007 highlighting the risks of drink-driving to young people.
“Responsibility Ambassadors” for the 100 Pipers Scotch-whisky
brand were present at promotional events in Bangkok. Their role
was to get young adults to test their blood-alcohol levels before
leaving the party, and they handed out “Drink Responsibly” stickers
to those passing the test. 2
TRAINING BAR STAFF TO SERVE RESPONSIBLY
Ankya Rytel and José Carlos Lopez have worked for five and ten years respectively in Madrid’s bars and clubs. They opened their own
cocktail bar in January 2008 after attending a training course on serving responsibly run by FAS(1). Here they explain why this kind of training
is useful, especially with their clientele of young adults.
You went on the “Tu sirves, tu decides” (“You serve, you decide”) training course two months before opening your bar.
Was that because you want to encourage responsible drinking in your bar?
Yes, we wanted to create a place that reflects our beliefs – that partying and fun can be compatible with moderation. The course helped us put this into
practice, especially when we were designing the interior for the bar. For example, we put up mirrors in different places around the bar. They help customers
stay within the limits. The mirror shows them an image of themselves that they’re not always aware of.
You’re in business to sell drinks, most of them alcoholic. How do your customers react, especially the younger ones, when you talk about exercising
moderation? Has the training been helpful?
The training focused a lot on the psychology of the relationship between the bar staff and the customer. We learned how to explain properly to the client why
we wouldn’t serve them. You need patience. It’s better to warn someone several times until they understand than always to use heavier-handed measures
(such as calling the bouncer over). We want our customers’ experience of our bar to be positive and for them to come back. Most of that time, that’s what
happens, they come back, apologise and thank us.
The course also reminded us how important it is to work as a team and be consistent. For instance, when one server refuses the client a drink, the other must
do so, too. Our team have read the FAS booklet with information on units of alcohol and how the body absorbs alcohol. That kind of thing often interests our
customers, and we see it as an extra service we offer them.
(1) FAS (Foundation for Alcohol and Society) was formed in 2000 by FEBE (The Spanish Alcoholic Drinks Federation). A not-for-profit organisation, it brings together the main Spanish
spirits producers and seeks to promote responsible drinking.
"53%34/
1
28
2
3
PERSPECTIVE
BRUNO GOIMIER
Communication Director
at Pernod Ricard Pacific
Why did you choose “Malibu Sunset Social” to deliver messages
about responsible drinking to young people?
In 2008, we ran the second series of the “Malibu Sunset Social” events
that drew over 10,000 people in 2007. We further strengthened the
responsible-drinking messages. The concerts were held in licensed
venues and Pernod Ricard Australia ensured the law on selling alcohol
was strictly enforced. We think it essential to implement the Group’s
responsible consumption policy at this kind of event attended by lots
of young adults.
Is there a particular approach or tone of voice that’s effective
at raising awareness in the target group of young adults?
Credibility’s essential. The fact that it’s a brand talking to young people
gives the message extra weight. We also brief the DJs so they feel
involved in our initiative and can underline on stage the importance
of drinking sensibly. Their influence on young people means they can
get this kind of message across more easily.
“The fact that it’s a brand talking
gives the message extra weight.”
What was in the initiative you implemented?
Right from the start, our priority is to ensure these events are promoted
ethically and responsibly. Those attending have their age checked on
the website they must use to get tickets.On the day of the event,
we make sure festival-goers can’t miss the responsible-drinking
messages. In 2007, moderation messages were printed on glasses
and advertising material, as well as featuring in our radio commercials
and were repeated on-stage by the organisers and artists. We also
introduced a designated-driver system. 3
In 2008 we took a similar approach. Festival access was of course
denied to anyone under age, and ID checks were mandatory.
Responsible-drinking messages from the groups playing at the
festival were shown on giant screens. Water and food were available
to festival-goers throughout the event.
Bruno Goimier is Communication Director for Pernod Ricard Pacific. Together
with Pernod Ricard Australia’s marketing team, he developed a responsibledrinking initiative targeting young adults. The initiative was implemented
at music festivals in Australia in 2007 and was repeated in 2008.
29
NOT
EVEN
A DROP
30
DISSUADING
PREGNANT WOMEN
FROM DRINKING
THE STAKES
Drinking alcohol puts the unborn child at significant risk throughout
pregnancy. Alcohol passes straight from the mother’s blood to the
foetus via the placenta, affecting the nervous system and brain.
Prenatal exposure to alcohol is the prime non-genetic cause of
mental handicap in children. Foetal Alcohol Syndrome (FAS) is the
most serious form of prenatal exposure to alcohol, and its symptoms
include growth retardation, physical deformities and brain problems
leading to mental retardation, major difficulties in learning and social
integration.
OUR COMMITMENTS
Pernod Ricard supports the advice of doctors and public health
authorities for pregnant women to avoid alcohol totally throughout
their pregnancy. This applies to any form of drinking, whether regular,
occasional or even at celebrations.
Pernod Ricard commits itself to informing women, and more
generally raising public awareness, of the eminently preventable
risks involved in drinking during pregnancy.
While most women and those around them are aware of the dangers
of drinking during pregnancy, some think there’s no harm in drinking
occasionally or in small amounts. No current data is available to
define a level of drinking that’s safe for unborn children.
As a precaution, the health authorities advise pregnant women not
to drink alcohol, even in small amounts. Informing women, and the
public in general, of the risks linked to drinking during pregnancy is
the main challenge.
31
PERSPECTIVE
ALAIN DUFOSSÉ
Chairman and Chief Executive Officer
of Pernod Ricard Deutschland
Why did you take this proactive stance on drinking during
pregnancy?
The decision to apply this logo to our products Euorpe-wide was
taken at Group level. We implemented it in conjunction with brand
owners, but we decided to publicise this information campaign to
bring it to the attention of a broad section of consumers. The risk
of foetal alcohol syndrome can easily be avoided and we see it
as our role to support the health campaigns run by the authorities
and the medical profession.
Will you take this further?
We want to pursue this corporate responsibility policy. The drinks
industry in this country is highly fragmented, so people look to
us for a lead. We particularly want to build on our initiative in
this domain by working on the ground with health professionals.
Although alcoholic-drinks advertising is still relatively free in
Germany, we plan to set an example and, in co-operation Pernod
Ricard headquarters, review all of our advertising from an ethical
standpoint.
“We support the health campaigns run
by the authorities and the medical profession.”
How did the German health authorities view the initiative?
Very positively. Firstly the press highlighted the relevance and
innovative nature of the initiative. The German Health Ministry drew
attention to it on their website and wanted to meet us and discuss
it. They appreciated such a practical, voluntary measure from a
large player in the industry. I think we’ve laid the foundations for
a constructive dialogue while a debate was underway on how to
reduce the risks linked to drinking during pregnancy.
32
Alain Dufossé is Chairman and CEO of Pernod Ricard Deutschland, one
of the Group’s first subsidiaries to put on its products the warning symbol
for drinking during pregnancy.
OUR CONCRETE ACTIONS
Rolling out the logo
on drinking during
pregnancy
In 2005, the French parliament voted to warn pregnant women
of the dangers of alcohol consumption via appropriate labelling.
While in other countries, such as the United States, alcoholic drinks
already carry labels warning about drinking during pregnancy,
France is the first country in the world to use a symbol for this
(showing a pregnant woman raising a glass of alcohol to her mouth
surrounded by a circle with a cross through it).
To spread the message to the largest possible number of
consumers, Pernod Ricard decided to roll it out across across
Europe, the Group’s biggest region by turnover. Despite there
being no legal duty to do so, Pernod Ricard undertook in December
2006 to spread this message by printing the pregnant-woman
symbol clearly on the back labels of all wine and spirit bottles sold
throughout the 27 countries of the European Union.
Opposite:
the Havana Club Anejo Blanco
label bearing the pregnant-woman
symbol.
33
PERSPECTIVE
DOCTEUR DENIS LAMBLIN
Paediatrician
How do you view the fight against foetal alcohol syndrome?
There’s too much ignorance or acceptance of alcohol’s harmful effects
on the foetus. Our challenge is to make people aware. The future of the
next generation is at stake. Every year in France, nearly 3,000 children are
born vulnerable through prenatal exposure to alcohol. A comprehensive
approach to prevention is needed. People must not be afraid to talk
about it.
Firstly, we have to explain why we recommend “zero alcohol during
pregnancy” to the public and to women who drink alcohol in moderation
and who, once aware of the risks, should have no problem stopping if
they want to have a baby. If they can’t, they should speak to their doctor
who can advise them on starting a safe pregnancy.
Pernod Ricard has decided voluntarily to apply the pregnantwoman symbol obligatory in France to all of its products sold in the
27 European-Union countries. Can this kind of initiative to inform
consumers help you as a health practitioner?
I’ve made two visits to the French parliament with Mme. Anne-Marie
Payet, the Senator for Reunion, to support this project. I’m delighted that
companies are spreading this message. It’s a highly relevant measure that
puts a health warning for pregnant women on labels. It means people
can no longer delude themselves by thinking “if it’s really dangerous, it’d
say so on the bottle”. It’s a very good start, but the logo should be bigger.
Many mothers-to-be don’t notice it because it’s too small.
What’s more, it’s vital this initiative is backed up by other, complementary
steps:
− Raising awareness among youngsters at school with, for example,
a DVD (1) created with their input, but also for the very young (9-10
year-olds) using a story (2) with a commentary distributed to all schools
in the area.
“Applying the pregnant-woman symbol to all
Pernod Ricard products sold in the 27 countries
of the European Union is a highly relevant measure.”
In the case of women who are vulnerable or have addiction problems,
we try to get them to recognise their illness, to talk about it freely and
we encourage them to seek treatment to break their habit as soon as
possible. Every alcohol-free day helps the unborn child. To achieve this,
we need first of all to tackle the fatalism of families and professionals
who often lack support. To help them, we organised a group of local aidworkers six years ago in Reunion. These helpers, who form the heart of
our network, help 150 women and their 200 vulnerable children access
and get the most from healthcare, social services and education. This
multi-layered approach to the problem means that the right care can be
given throughout the pregnancy, and afterwards that these women can
contemplate having further children in a worry-free environment.
− Clear information on the dangers of alcohol during pregnancy available
at the first maternity health check or, even better, before conception.
That means training for doctors, midwives and social workers so that
they’re equipped to discuss the issue with confidence and don’t see
drinking as a taboo subject.
− Organising a well co-ordinated back-up network for health professionals
to give mothers and their children easy access to early-stage health
care and so reduce the incidence of brain disorders and their
consequences.
This community-level action has demonstrated its relevance. Today, half
of the women in the care of Reuni-Saf’s local helpers don’t drink alcohol.
Nine baby brothers or sisters of children affected have been born healthy
following alcohol-free pregnancies.
Denis Lamblin is a paediatrician. He runs Reuni-Saf, an organisation that
fights the spread of foetal alcohol syndrome in the French overseas territory
of Reunion. He is a member of the Council for Moderation and Prevention
set up by the French government.
(1) DVD: “SAF: Learning About Responsible Attitudes.” Available in French and English at http://www.reunisaf.org (2) “Flora and Her Flowers, or a Mistake While Watering”
34
Telling people about
the risks of drinking
during pregnancy
In France, the Group, via IREB and Entreprise et Prévention, is
helping the health authorities and local communities to implement
this policy.
Pernod Ricard is supporting the health campaign targeting pregnant
women and health professionals that Entreprise et Prévention and
the CNGOF (The national association of French gynaecologists) have
run since September 2008. The initiative aims to promote dialogue
between doctors and patients through a simple recommendation:
“zero alcohol during pregnancy”. A leaflet intended for the public and
entitled “Can I drink to my child’s health?” deals with the questions
that parents-to-be often ask, and a booklet called “Let’s talk about
alcohol and pregnancy.” gives doctors detailed information on the
effects of alcohol on the foetus and offers advice on how to raise the
issue during consultations. A poster also puts the message across
in waiting rooms and encourages patients to ask their doctor. The
campaign was trialled during 2006 in the city of Le Havre (north-west
France) and was judged very successful.
Pernod Ricard Venezuela’s advice to pregnant women is clear:
“Act, don’t drink during pregnancy”. These messages have
appeared in newspapers, magazines and as posters on the sides
of a fleet of lorries driving round Caracas.
Pernod Ricard Venezuela
is at the forefront of preventing
alcohol abuse in Latin America
In 2007, Pernod Ricard Venezuela developed a general awareness
campaign under the name “Equilibrio” (balance) warning of
the various dangers of excessive or inappropriate drinking and
encouraging the public to take note of these dangers. Two of the
campaign’s executions address drinking during pregnancy with
the headline “There’s no life without balance”.
For the 2008-2009 financial year, a further poster campaign plus
television and cinema advertising are planned. Targeted activity will
be organised with health professionals, focusing on mothers and
women of child-bearing age. Convinced of the importance of this
issue, the team behind the campaign is working to extend it to the
Central American subsidiaries and Columbia, raising awareness in
another seven countries.
The awareness campaign run by Entreprise et Prévention
and the CNGOF.
Left:
leaflet aimed at doctors.
Right:
leaflet targeting patients.
35
SETTING
AN EXAMPLE
36
MAKING STAFF
AWARE OF THEIR
RESPONSIBILITIES
THE STAKES
At Pernod Ricard, human-resource management goes hand-in-hand
with observing Group values. Everyone shares the commitment to
responsible consumption whatever their role in the business. There
are two aspects to this: watching out for the health and safety of
all staff, and ensuring that alcohol is always sold and promoted
responsibly.
OUR COMMITMENTS
Pernod Ricard makes every effort to alert its staff to the risks of
excessive or inappropriate drinking. In their work, staff must for
their part display exemplary conduct that reflects the Group’s
commitment. Pernod Ricard expects its people to act as
ambassadors for its responsible drinking policy in their dealings
with consumers.
OUR CONCRETE ACTIONS
Raising staff awareness
of the risks of excessive
drinking
Adopting a code of conduct in each subsidiary
Eager to reduce accidents among employees and meet the
commitments made in the European Road Safety Charter, Pernod
Ricard’s Group Executive Committee asked each subsidiary at the
start of 2008 to devise a code of conduct on consuming alcohol .
These codes encourage the principle of drinking responsibly,
provide information on using alcohol more safely (through the
WHO guidelines) and address the risks of drinking and driving
(recommending staff not to drive after drinking).
In each country, resources are made available to ensure the code
is observed, with budgets for hotel accommodation and taxi fares
in particular. The designated-driver system, with one person not
drinking, is promoted among sales staff working in teams. The
codes must also indicate the penalties in force for cases of noncompliance. Excessive drinking by a member of staff is viewed as
gross misconduct and can lead to suspension.
37
Encouraging staff to drive responsibly
Since 2002, the Pernod and Ricard companies in France have
involved their sales forces in the road-safety charter signed with the
Ministry of Transport. A targeted accident-prevention programme
for employees has been introduced. This includes distributing
an electronic breathalyser to everyone with a company car and
installing breathalyser terminals in all company buildings (offices,
production sites etc.). 1
Furthermore, the sales team receive “living expenses” for hotel rooms
or taxis after events. At Pernod, these efforts yielded a 51% drop
in accidents where staff were at fault between 2002 and 2006.
By signing the European Road-Safety Charter in November 2007,
Pernod Ricard made two major commitments concerning its staff:
to encourage responsible driving in all 27 countries of the European
Union (affecting around 10,000 staff) and to reduce the number of
accidents in France.
These commitments are in addition to the many initiatives undertaken
by subsidiariesinternationally.
Pernod Ricard Thailand devised a comprehensive anti-drinkdriving programme for its 200 employees. They received guidelines
on good conduct and breathalysers. A Bangkok police officer and
a representative from the Anti Drink-Driving Foundation, an NGO,
came to speak to staff about the dangers of drink-driving and
the penalties they risked at a seminar on drinking and driving in
November 2007.
Promoting moderation
At Chivas Brothers, Scottish Alcohol Awareness Week, a joint
initiative by the Scottish government and the drinks industry, has
been held every October since 2007. Interactive stands promoting
responsible consumption and explaining to staff what a unit of alcohol
represents are positioned in the staff restaurants at the Paisley,
Kilmalid and Newbridge sites. Each employee receives a kit with
information on units of alcohol.
Pernod Ricard Pacific installed breathalyser terminals at its three
largest sites including the headquarters in Sydney. These machines
are especially useful for company events, which must now be
supervised. Taxis are also on hand to get staff home safely.
2
For Malibu-Kahlúa International, staff safety is likewise a priority.
Before every company event where alcohol may be consumed, a
moderation message is sent to all staff by internal mail or e-mail.
A professional barman has been taken on to encourage sensible
drinking and food is always served. Buses or taxis are organised
for employees afterwards.
At Pernod Ricard USA, the entire sales force and head-office
staff (around 500 employees) have all been given electronic
breathalysers. During the next financial year, the initiative will be
extended to employees working at production sites.
1
38
2
PERSPECTIVE
EDUARDO OTERO
Chief Executive Officer
of Pernod Ricard Andes
and Southern Cone
What role do staff play in the responsible-drinking policy?
They represent the keystone of our commitment to responsible
drinking. To bring about a change in attitudes to alcohol, a wine
and spirits producer such as ourselves must take a lead, and this
involves our employees’ attitudes. Our staff are true ambassadors
for Pernod Ricard in sales outlets, with our customers and
consumers, but also with their own families and friends. To be
credible, the commitment must be consistent. Our people must
be the first to embrace the principles of moderation we want to
spread to a wider audience.
What does the kit consist of?
There’s a range of information and awareness tools. A booklet
sets out the Group’s policy and outlines the main principles of
drinking responsibly, a card you can slip into your wallet carries
useful phone numbers for taxis, insurance companies and so on.
There’s also a sticker for the car’s rear-view mirror encouraging
employees not to drive after drinking alcohol. Lastly, we distributed
electronic breathalysers to all our sales people.
Building on the success of this initiative, we plan to extend it to
other groups and to create a scheme for local authorities that will
support their efforts to raise awareness of the dangers of alcohol
abuse.
“Our people must be the first to embrace
the principles of moderation we want to spread
to a wider audience.”
What does the “Beber con Moderación” programme seek to do?
At the heart of the programme is the fact that, in Latin America,
there’s a lack of information for people in general, and our staff
in particular, about the effects and dangers of excessive and
inappropriate drinking. So it’s our ambition to fill this gap in order
to change our employees’ attitudes towards alcohol. In 2007, an
alcohol-abuse prevention kit was distributed to the 500 personnel in
Argentina, Uruguay, Peru and Ecuador. We expect our employees
to shoulder their responsibilities once they’ve studied the kit.
Eduardo Otero is Chief Executive Officer of Pernod Ricard Andes and
Southern Cone. In 2007, he developed the “Beber con moderación” (“Drink
in moderation”) kit for the cluster’s 500 employees.
39
Making staff
the ambassadors
of the responsible
drinking policy
Pernod Ricard relies on its employees to remind consumers of the
importance of enjoying its products responsibly.
Explaining to staff the importance of a forward-looking
responsible-drinking policy
Many events, such as training courses and seminars, provide
opportunities to discuss the subject of responsible drinking with
staff. At the Pernod Ricard European Workers’ Council meeting
in December 2007, an annual discussion forum for Group senior
management and European employees’ elected representatives,
French Public Affairs Director Armand Hennon spoke about
promoting responsible drinking. In particular, he underlined the
importance of ethical marketing and presented the Group’s code
on commercial communications adopted in 2007. 1
In November 2007, the issue of responsible drinking was raised
with the entire staff of Malibu-Kahlúa International (MKI) at a
seminar on ethics in the workplace . Employees made a personal
commitment by signing MKI’s code of ethics, which reflects
the Group’s stance. The Pernod-Ricard code on commercial
communications was also presented to staff at the seminar, so that
its implications for MKI personnel, especially in terms of marketing
development, could be clarified.
1
Through its “Recognise The Moment” programme, Pernod Ricard
Nordic is making every effort to inform, involve and encourage
its employees to act responsibly whenever they promote, sell or
drink alcohol. Since 2007 all staff have been trained under the
programme, with videos showing everyday situations where
responsible decision-making is involved. Employees have also
been given a variety of tools to help them in their daily work,
including a guide on serving consumers responsibly.
“Recognise The Moment” will be extended for use outside the
company, underlining how effective the programme has proved. 2
An intranet site on responsible drinking
Since October 2007, all Group staff with internet access have been able to get information and share
their views about drinking responsibly via a dedicated intranet site. This explains the different aspects
of the Group’s commitments and contains reference documents. Initiatives by subsidiaries
are highlighted to encourage best-practice sharing.
40
PHILIPPE DINGEON
A doctor of pharmacy and pharmacology,
Philippe Dingeon is a food-safety expert
at the Pernod Ricard Research Centre (CRPR).
You publish an internal bimonthly newsletter
called “Alcohol and Health”. What kind of
information does it contain?
Yes, for Group use I put together a digest on the physiological
effects (both positive and negative, including addiction) and
social impact of alcohol. I select from around 300 published
articles for each newsletter. This digest is an invitation for Group
staff to take an interest in the latest scientific developments, to
look beyond the press’s simplistic interpretation of a study and
get to its scientific source. For instance, in the “Alcohol and
Society” section I talk about questions of the day like alcopops
and binge-drinking in a factual, scientific context.
What are the everyday topics about which Group staff
ask you?
The subsidiaries are looking for an objective, scientific
perspective on questions they deal with on a daily basis, such
as what responsible drinking means. Is it linked to a specific
pattern of consumption? Can drinking be good for health?
I use my eight years of experience at the CRPR to help them,
calling on the research I’ve done into the physio-pathological
effects of consuming alcohol and the scientific papers I read to
keep abreast of the latest thinking.
The Pernod Ricard Research Centre (or CRPR in French)
oversees the Group’s research initiatives and distributes
updates within Pernod Ricard on scientific developments
via a network of regional technical centres.
2
3
Training staff to deal with the end-consumer
Concerned by lax observance of laws governing the sale of
alcohol to minors in Switzerland, Pernod Ricard Swiss joined
forces with the “Groupement suisse des Spiritueux de Marque”
(Swiss Branded Spirits Group) to develop training material for
sales staff. The kit entitled “Comment dire non” (“How to Say No”)
includes a DVD, a trainer’s handbook and multilingual leaflets to
help drinks professionals dealing with minors educate the latter
as to why they cannot buy, or be served, alcohol. 3
In France, Pernod and Ricard now routinely integrate awarenessraising measures into any event involving their brands. According
to Alban Turpin, Northern Regional Sales Director at Ricard, “The
sales teams don’t just deliver anti alcohol-abuse kits, they make
sure they’re used, putting up posters in the most prominent
locations, giving out wristbands to the designed drivers as they go
in, distributing breathalysers when people go home. These sales
staff must also spread the word about responsibility. Promoting
responsible drinking to the public has become second nature
to everyone working at Ricard, whether in the sales team or
elsewhere.”
At Pernod and Ricard, independent audits are conducted
to ensure that promotions and events pay sufficient heed to
preventing alcohol abuse.
In the on-premise sector, since 2005 the sales force have been
distributing cards saying “You’ve just been drinking. Check your
blood-alcohol level.” The card is also given out during in-store
promotions by promotion staff trained in selling and tasting
responsibly. The aim is to give customers and consumers helpful
information on safe-drinking levels. 4
4
41
Pernod Ricard helps to promote responsible drinking internationally
through organisations seeking to prevent alcohol abuse.
INTERNATIONAL
ORGANISATIONS
ICAP
(International Centre for Alcohol Policies)
http://www.icap.org
Within Europe
EFRD (European Forum for Responsible
Drinking)
http://wwwefrd.org
NATIONAL ORGANISATIONS
South Africa
Industry Association for Responsible
Alcohol Use (ARA)
http://www.ara.co.za
Germany
Initiative Genusskultur
http.//www.initiative-genusskultur.de/
Australia
Drinkwise
http://www.drinkwise.com.au/
Denmark
GODA, (Foerningen Gode Alkoholdninger)
http://www.goda.dk/
42
Spain
Netherlands
FEBE and Fundacion Alcohol y Sociedad
http://www.alcoholysociedad.org/
STIVA
(Stichting Verantwoord Alcoholgebruic)
http://www.stiva.nl/
United States
DISCUS (Distilled Spirits Council
of the United States)
http://www.discus.org
Quebec
France
Czech Republic
Entreprise & Prévention
http://www.soifdevivre.com
Forum PSR
http://www.forum-psr.cz/
Hungary
United Kingdom
HAFRAC (Hungary Forum CZ)
http://www.alkoholtfelelosen-2340.hu/
The Portman Group
and The Drinkaware Trust
http://www.portman-group.org.uk
http://drinkaware.co.uk
Ireland
MEAS and Drinkaware.ie
http://www.meas.ie
http://www.drinkaware.ie
Mexico
FISAC
http://www.alcoholinformate.com.mx/home.cfm
Educ’alcool
http://www.educalccol.qc.ca/en/
Taiwan
Taiwan Beverage Alcohol Forum
http://www.tbaf.org.tw/
43
Should you have any questions on our responsible drinking activities, please do not hesitate to contact :
Corporate Communications
Or
Institutional Affairs
Pernod Ricard – 12, place des États-Unis – 75116 Paris – France
ResponsibleDrinking@pernod-ricard.com
“Société Anonyme” with a share capital of €340 195 122.20
Registered office: 12, place des États-Unis – 75116 Paris – Tel: +33 (0)1 41 00 41 00 – Fax: +33 (0)1 41 00 41 41
Registered at RCS Paris B 582 041 943
Published by the Pernod Ricard Communications Department
Advice, design, creation and execution:
Photo Credits: Studio Photo Pernod Ricard, Getty Images, Shutterstock, Corbis.
The models shown in the photographs are for illustrative purposes only