Quelle Surprise: Pernod Ricard Fights Underage Drinking, Teens Ignore

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.

Recent studies from European ESPAD, confirm that “Young people have different ways of drinking than their ascendants. Whilst alcohol consumption has reduced 12% over the past 30 years, alcohol units consumed at a single occasion have increased,” said Dr. Jean Pascal Assailly. “Our aim should be three-fold: delay the age of the first drink, decrease the amount of alcohol consumption of young adults and decrease the frequency of drunkenness.”

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

Pernod Ricard’s brand portfolio includes: 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, Kahlúa and Malibu liqueurs, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate (formerly Montana), Campo Viejo and Graffigna wines.