Pernod Ricard’s recent "Responsib'All Day" action mobilized employees on five continents in its second annual day of service dedicated to education about responsible drinking. Its "mentor and messenger" efforts reached 18,000 employees worldwide in major cities including Sydney, Shanghai, New Delhi, Tokyo, Johannesburg and São Paulo, and UK-based staff from subsidiaries the Absolut Company and Premium Wine Brands.

"We have been promoting responsible drinking for more than 30 years. At Responsib'All Day, all of our employees are mobilised to help make things change. As a company, we are resolutely dedicated to strengthening our engagement with public authorities and NGOs to fight inappropriate drinking habits," stated Pernod Ricard CEO Pierre Pringuet in a press release.

Pernod Ricard USA’s Facebook platform, dubbed Here’s To Tomorrow, “will attempt to spark a social movement through a platform that encourages parents to take an immediate positive approach in discussing drinking with their underage children today in order to effect a better tomorrow.” With only 115 likes on its campaign Facebook page since launching a week ago, however, it's clearly not as easy to spark a social movement as the French alcohol brand purveyor may think.Continue reading...

Vodka has stepped out of Siberia and into the disco, reports OMMA magazine, which highlights Smirnoff (and its recently-wrapped global Nightlife Exchange Project), its Diageo sibling Ciroc, and the new Wódka vodka brand as brands getting their boogie on. (We'd add Britain's vodka vixens and Sweden's Kanon organic vodka to that list).

Besides music, art and alcohol are a natural fit. Absolut vodka has also partnered with New York artist Krink to create 15 individual custom-designed bottles using Krink's signature ink in black, white and silver.

Martell cognac also just collaborated with modern architect Jean Nouvel to create the Martell Amber Lamp, 50 of which will be produced and installed in venues such as art galleries around the globe.Continue reading...

Plenty of people were glad to see 2010 make its exit, but there does seem to be hope on the horizon for better times in 2011. Pernod Ricard, the maker of Absolut, Chivas Regal and Mumm Champagne, is feeling hopeful too, and what's good for the beverage giant is also good for others in the alcohol industry.

Pernod Ricard isn't out of the woods yet regarding the heavy debt burden that it took on when it bought Absolut two years ago for €5.6 billion ($7.34 billion) at the peak of the market.Continue reading...