One of the 150 initiatives developed to
promote responsible drinking
Regulatory News:
Press release - Paris, 15th March 2021
Pernod Ricard (Paris:RI):
At a time when all players in the wine and spirits industry are
being hard hit by this unprecedented crisis – with a record drop of
9.8% in the volume of wine, beer and spirits consumed in France1 in
2020, representing a fall of 28 million bottles for spirits alone1,
the sharpest decline in 30 years – and at a time when bars,
restaurants and clubs are suffering enormously, with thousands of
bankruptcies expected in the sector, Pernod Ricard has not
abandoned its commitments and is continuing its prevention and
education roadmap for the responsible consumption of its products.
More than 150 initiatives are currently being developed in France
and around the world by the Group, either alone or with other
partners. Warning of the dangers of excessive or inappropriate
consumption, protecting at-risk groups such as minors, promoting
moderate consumption, and "drinking less but better" – these are
just some examples of the Group’s commitment over the last twenty
years, when it introduced its first prevention programmes.
The most symbolic of these latest initiatives is undoubtedly the
addition of age-restriction labelling to all bottles produced by
the Group’s brands as of this year. This goal, announced in January
2020 with its peers in the International Alliance for Responsible
Drinking (IARD), was originally scheduled to be introduced in 2024.
However, the Group has decided to bring this rollout forward by
three years. Pernod Ricard is already a pioneer, with its decision
in 2007 to add a warning symbol for pregnant women to all its
bottles.
The latest Group’s initiatives are structured along three
lines:
1. Training our employees and
partners
Initiative: The Employee MOOC. Seeking to take advantage
of the lockdown period to accelerate training, since April 2020 the
Group has been rolling out an in-house digital training course
(MOOC) aimed at educating all Group employees on both the risks of
excessive or inappropriate consumption and responsible drinking
guidelines. This training ends with a Code of Ethics signed by all
employees, requiring them to respect responsible drinking
guidelines and reminding them that any failure to do so may give
rise to disciplinary action.
The training has already been completed by more than 80% of
employees with PCs worldwide. Employees working in the vineyards
and at the production sites will receive appropriate training
shortly. This figure rises to almost 100% among sales
representatives. In France, in addition to this programme, all
sales teams in the field have received specific training given the
greater vigilance required due to their roles, with particular
emphasis on responsible drinking. Training modules – in the form of
podcasts – have also been developed for their benefit, to raise
awareness of the risks associated with driving and tiredness,
mobile phone use, speeding, medication and alcohol.
2. Combatting under-age and binge
drinking
Responsible Party Initiative: Several studies have shown
a continuing reduction in binge drinking among young Europeans.
According to the 2017 European ESCAPAD study, it fell by 25%
between 2014 and 2017. Pernod Ricard set up the Responsible Party
project over ten years ago in partnership with ERASMUS (Erasmus
Student Network) with the aim of encouraging this trend. Since
2009, the programme based on “Responsible Parties" has been rolled
out in 32 European countries, including France, reaching some
450,000 students. Building on this success, Pernod Ricard has set
itself the goal of reaching at least one million young adults
through its Responsible Parties by 2030. In April 2020, forced to
suspend these events due to the pandemic, Pernod Ricard rolled out
a digital version of the programme, entitled ‘Sharing Good Vibes’,
on Facebook and Instagram, which has reached more than 6 million
people, primarily isolated and at-risk students.
“Proof of age – I check” initiative: The non-profit
organisation Prévention et Modération, of which Pernod Ricard is a
founding member, announced the roll-out of an e-learning programme
designed to train supermarket checkout staff in the correct
enforcement of the ban on selling alcohol to minors. This module,
called “Proof of age – I check” consists of a motion design video
and practical examples. It was integrated into all retailers
training platforms in France in 2020.
3. Using digital to promote responsible
drinking guidelines
Initiatives to manage digital drinks: The French did not
drink more during the pandemic, as shown by three studies (YouGoV,
IFOP and Santé Publique France). According to Santé Publique
France, 24% of respondents say they drank less and 65% say they did
not drink more alcohol during lockdown. French people have in fact
changed their drinking habits by switching to digital drinks as a
result of the closure of bars and restaurants. Against this
backdrop, Pernod Ricard launched two global campaigns, the second
of which was during the 2020 festive season, to provide a framework
for these new habits. Simple and effective prevention messages,
adopting the communication standards specific to these digital
channels, were shared on the Group’s social media and that of its
subsidiaries, including “Respect the choice of other people not to
drink alcohol” and “Keep to social distancing rules, even while
enjoying a drink”.
About Pernod Ricard
Pernod Ricard is the world’s No 2 in wines and spirits with
consolidated sales of €8,448 million in FY20. Created in 1975 by
the merger of Ricard and Pernod, the Group has developed through
organic growth and acquisitions: Seagram (2001), Allied Domecq
(2005) and Vin&Sprit (2008). Seagram (2001), Allied Domecq
(2005) and Vin&Sprit (2008). Pernod Ricard, which owns 16 of
the Top 100 Spirits Brands, holds one of the most prestigious and
comprehensive brand portfolios in the industry, including: 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, Malibu liqueur, Mumm and
Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate,
Campo Viejo, and Kenwood wines. Pernod Ricard’s brands are
distributed across 160+ markets and by its own salesforce in 73
markets. The Group’s decentralised organisation empowers its 19,000
employees to be true on-the-ground ambassadors of its vision of
“Créateurs de Convivialité.” As reaffirmed by the Group’s strategic
plan, “Transform and Accelerate,” deployed in 2018, Pernod Ricard’s
strategy focuses on investing in long-term, profitable growth for
all stakeholders. The Group remains true to its three founding
values: entrepreneurial spirit, mutual trust, and a strong sense of
ethics, as illustrated by the 2030 Sustainability and
Responsibility roadmap supporting the United Nations Sustainable
Development Goals (SDGs), “Good times from a good place.” In
recognition of Pernod Ricard’s strong commitment to sustainable
development and responsible consumption, it has received a Gold
rating from Ecovadis. Pernod Ricard is also a United Nations’
Global Compact LEAD company.
Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code:
FR0000120693) and is part of the CAC 40 and Eurostoxx 50
indices.
_____________________________ 1 Estimates based on IWSR data for
calendar years 2019 and 2020
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version on businesswire.com: https://www.businesswire.com/news/home/20210315005605/en/
Emmanuel Vouin / Head of External Engagement: +33 (0) 1 70 93 16
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