Pernod Ricard promotes a moderate drinking culture and combats alcohol misuse through education and enforcement campaigns run individually or, whenever possible, in partnership with other members of our industry, non-profit organisations and public authorities.
Slovakia, Pernod Ricard Slovakia
From August 2011 to December 2011
Sales representatives train bartenders in an interactive and fun way about the challenging issue of serving alcohol to minors.
The “Not 18? Not a chance!” initiative is an awareness campaign targeted at bartenders and at the general public. Serving alcohol to minors is unfortunately often a reality and thus, the active prevention is important not only in terms of obliging the law, but most importantly in terms of corporate social responsibility.
The concept is simple: sales representatives who are in the closest contact with bartenders act as experts and train the bartenders during the regular sales visits about this sensitive issue. During the training, they discuss the health, ethical and legal consequences of serving alcohol to minors. Most importantly, through model situations, the bartenders got the chance to role-play the real-life situations. Next to field trainings, the campaign was supported by online tools. Information was available at the websites of the partners of the campaign (Forum "Pij s rozumom", League of Extraordinary Bars etc.). A special online game was developed for bartenders to test and improve their skills in distinguishing minors from those who are over 18. The winner of the game won a special bar academy course.
Serving alcohol to minors is prohibited by law. However, the reality is more challenging. Often, it is difficult to guess how old the customer is, the bartenders do not want to refuse an order, older friends are buying for minors etc.
It is a sad reality that about one third of Slovak children at the age of 15 have already drunk alcohol several times and almost 75% of 15-year olds claim that buying alcohol is not a problem. Therefore, Pernod Ricard Slovakia initiated a prevention campaign in cooperation with “Forum PSR Slovakia” (responsible drinking forum) to tackle the problem of alcohol being served to minors, train the bartenders and raise awareness of the general public (including parents and teenagers).
The campaign called “Not 18? Not a chance!” consisted of trainings and workshops for bartenders and waiters from all over Slovakia. During the trainings, they learned about health, ethical and legal consequences of serving alcohol to minors, as well as how to react in real-life situations. The trainings were led by sales representatives of Pernod Ricard Slovakia. The campaign was also supported by promotional materials that were distributed in the venues (leaflets, questionnaires etc.). Additionally, the information (and online game) was disseminated through websites and Facebook pages to reach as wide an audience as possible. The first series of trainings took place from August to November 2011. The trainings were accompanied by an online game where the bartenders could sharpen their skills in distinguishing minors from over 18-year olds. The winner of the game won a special bar academy course.
During the first phase of the campaign in 2011, 2914 bartenders from 1094 restaurants, bars, clubs, cafés and hotels participated in the trainings and workshops.The project was a very unique initiative in Slovakia. It has received a very positive feedback from the participants, as well as from journalists and experts in the field (including those from local authorities). It allowed Pernod Ricard Slovakia to position itself as a pioneer in the responsible approach towards the topic of Alcohol and Youth.
Slovakia, Pernod Ricard Slovakia
From August 2011 to December 2011
Školení barmanů týkající se citlivého tématu podávání alkoholu nezletilým, které interaktivní a zábavnou formou prováděli obchodní zástupci společnosti.
"Nemáš 18? Nemáš šancu!" je osvětová kampaň zaměřená na barmany a širokou veřejnost. Podávání alkoholu nezletilým je bohužel častou praxí, a proto je aktivní prevence důležitá nejen proto, že se jedná o nezákonnou činnost, ale především z důvodu společenské odpovědnosti firmy.Koncept kampaně je jednoduchý: obchodní zástupci, kteří jsou v nejužším kontaktu s barmany, figurují jako experti na dané téma a školí barmany během standardních obchodních návštěv. Během školení se zabývají jak zdravotními otázkami, tak etickými a právními důsledky podávání alkoholu mladistvým. Zároveň si barmani mohou v modelových situacích vyzkoušet, jak jednat v těchto složitých případech.Kromě školení v trhu byla kampaň podpořena online nástroji. Informace byly k dispozici na webových stránkách partnerů - Forum Pi s rozumom a Liga výnimočných.
Podávání alkoholu nezletilým je zakázáno zákonem. Realita je ale složitější. Často je velmi obtížné uhádnout věk zákazníka, barmani nechtějí odmítat objednávky, starší kamarádi nakupují alkohol pro své mladší a nezletilé přátele apod.Bohužel je smutnou skutečností, že jedna třetina slovenských dětí ve věku 15 let již několikrát pila alkohol a téměř 75% patnáctiletých tvrdí, že nákup alkoholu pro ně není problém. Proto Pernod Ricard Slovakia ve spolupráci s Forem PSR Slovensko zahájila preventivní kampaň, jejímiž hlavními cíly je zvýšit povědomí široké veřejnosti (včetně rodičů a mladistvých) a proškolit barmany.
Kampaň "Nemáš 18? Nemáš šancu!" se skládala ze školení a workshopů pro barmany a číšníky z celého Slovenska. Během školení získali nejen informace o zdravotních, etických a právních důsledcích podávání alkoholu mladistvým, ale také tipy, jak reagovat ve skutečných situacích. Tato školení vedli obchodní zástupci Pernod Ricard Slovakia.Kampaň byla podpořena řadou propagačních materiálů, které byly distribuovány do jednotlivých provozoven (letáky, dotazníky apod.). Zároveň byly informace šířeny na webových stránkách a Facebook, aby se dostaly k co nejširšímu publiku.První série tréninků probíhala od srpna do listopadu 2011.
Během první fáze kampaně v roce 2011 bylo proškoleno 2941 barmanů z 1094 restaurací, barů, klubů, kaváren a hotelů z celého Slovenska.Jednalo se o jedinečnou iniciativu, která získala velmi pozitivní zpětnou vazbu nejen od všech účastníků, ale i od novinářů a expertů zabývající se touto problematikou. Zároveň tato kampaň pomohla Pernod Ricard Slovakia stát se lídrem v oblasti zodpovědné konzumace alkoholu.
From January 2008 to December 2016
Wine in Moderation – Art de Vivre is an International Programme of the wine sector to inspire healthy lifestyles and well-being, and to contribute to the reduction of alcohol related harm.
The Programme builds on scientific evidence, education and self-regulation to organise and empower the entire international wine value chain, in raising awareness and knowledge about responsible drinking patterns and moderate wine consumption.
Pernod Ricard has been supporting the programme since its creation.
The Social Responsibility Movement
Provide a common approach to foster wine sector contribution in the fight against alcohol related harm.
Empower wine professionals and promote responsible business practices.
Train professionals to improve knowledge and competences on wine, health and social aspects.
Responsible Commercial Communication
Promote and implement self-regulation practices to ensure responsibility in the commercial communication of wine.
Make available relevant and robust evidence-based scientific information, to secure credibility, enhance actions and facilitate dialogue on wine, health and social aspects.
Raise awareness and knowledge on drinking patterns compatible with a healthy lifestyle and inspire well-being. Art de Vivre Campaigns
Inspired by the culinary and cultural heritage of wine, promote moderation and responsibility in wine drinking as a cultural and social norm.
Make available evidence-based information, to help consumers make responsible choices compatible with a healthy lifestyle.
For more information: http://www.wineinmoderation.eu/
From June 2007 to December 2016
Since 2007, Pernod Ricard has adopted an internal Code which applies to all our advertising around the world. It has been revised in 2015 in order to be more in tune with consumers and competitive practices.
A joint taskforce of COMEX members and Responsible Marketing Panel members associated with the Global Business Development and Public Affairs teams proposed win-win modifications of the Code in order to accelerate our business while remaining compliant with our Sustainability & Responsibility commitments.
The strategy and ambitions of Pernod Ricard are based on a strong sense of ethics, but the Pernod Ricard code should adapt to new generations of consumers , evolution of medias as well as acknowledging competitor's practices.
During 5 months, the taskforce COMEX members and the Responsible Marketing Panel members work together to improve the Code for Commercial Communications. The Digital Acceleration Team also collabaroted to imbed the digital evolutions.
The joint taskforce dedicated to this code improvement agreed on the following major modifications :
Our responsible marketing e-learning is mandatory for people from marketing, legal and public affairs functions. So far, + 1 500 employees completed the e-learning and have the certificate of achievement.
From April 2012 to January 2016
A three-tier program to effectively strengthen alcohol advertising self-regulation at EU-28 level.
Leading producers from the beer, wine and spirits sectors today launched a comprehensive initiative to strengthen independent advertising self-regulatory schemes for alcohol beverage marketing by establishing a set of common, rigorous standards for their marketingcommunications throughout the European Union.
For the first time ever, the Responsible Marketing Pact creates common standards supported by major beer, wine and spirits producers (AB InBev, Bacardi, Brown-Forman, Carlsberg, Diageo, Heineken, Pernod Ricard and SABMiller) throughout the EU.
- Prevent minors from inadvertently seeing alcohol beverage marketingcommunications on social media ;- Set a common adult demographic standard for alcohol beverage marketing communications across all media, thereby limiting undue exposure of minors to drinks ads. (70/30 baseline standard) ; - Prohibit any alcohol beverage marketing communications that might be particularly attractive to minors by ensuring that the content of ads appeals primarily to adults.
As an EAHF (European Alcohol and Health Forum) commitment, the Responsible Marketing Pact has to comply with the monitoring and reporting requirements of the EAHF. It will be subject to continuous oversight by the European Commission and WFA will present a first progress report on implementation and compliance with the agreed common standards by June 2013.
From August 2014 to June 2015
Replicate existent US programs (1) “ASK, LISTEN AND LEARN” by Foundation for Advancing Alcohol Responsibility (FAAR) and (2) “CLASSROOM CHAMPIONS” by Classroom Champions fitted to the Caribbean culture that will help fight underage drinking by teaching kids life skills. Ask, Listen, Learn: Kids and Alcohol Don’t Mix is the most widely distributed, long-standing program of its kind in the US, empowering kids to say “YES” to a healthy lifestyle and say “NO” to underage drinking. This helps kids realize the importance of goal setting, and the benefits of being knowledgeable on the effects of what they put in their growing body.Classroom Champions connects top performing athletes with students in high-need schools. Classroom Champions use video lessons and live video chat to motivate students to recognize their potential, set goals and dream big, while educating them in the practical use of communications technology.
The program is adapted for 4 countries: Grenada, St. Lucia, Dominica, and Haiti to: (i) pair an Olympian or National Team athlete as consistent role models to engage kids in underserved schools; (ii) teach students life skills and allow kids and teachers to make lessons relevant in their own lives; (iii) provide the students with mental, emotional and physical tools they need as they strive to accomplish the goals they learn to set themselves; and (iv) through the inclusion of the Ask, Listen, Learn content into the appropriate Classroom Champions lesson plans. Goal is to create a relationship between the athletes and the students.
- Adapting the program in four different countries- Convincing and working together with the Ministries of Health and - Education in each country- Training teachers and recruiting mentors (athletes)- The limited technological capabilities of the schools
1) The Pilot Program will have a duration of four months: •Month 1: Athlete creates video lesson•Month 2: Goal Setting video lesson•Month 3: Students practice and do activities around their athlete’s lesson•Month 4: Students create a video or work for their athlete on what they have learned2) Throughout the program: in-person visits and videos/chats3) Training is provided to teachers in schools within the four countries. 4) A Student Survey is used both in advance of our initiative to provide a benchmark (pre) and upon its completion to assess our strengths, weaknesses and impact (post).
- We measure the improvements of the Program in key areas for students’ future success including: goal setting ability and perseverance, school engagement, digital literacy, and interpersonal skills; areas that lead to increased academic performance. - In teachers we measure job performance, job engagement, and digital literacy. In mentors we measure communication skills, leadership skills, and digital literacy. - Leveraging and strengthening our relationships with key stakeholders within these key Caribbean countries within Pernod Ricard Americas Travel Retail region.- Raising awareness with other key stakeholders about our efforts to reduce alcohol related-harm through the implementation of the 5 CEO Global Industry Commitments.- Work together with local community and authorities fighting against underage drinking with multi-sectorial approach (NGO, Government and private sector).- Pernod Ricard Americas Travel Retail is working together with the industry leveraging a great relationship with Diageo and Heineken as signatories of the 5 CEO Global Industry Commitments.- Given the program is ongoing a Teacher Survey will be conducted upon completion of our initiative to help us understand what the teachers found most useful and how we might improve the program in the future.
From January 2010 to February 2017
Even if at first glance it doesn't sound exciting, "Responsible Party" is fun, real fun!"The whole project is built on peer-to-peer approach. Members of local ESN associations are trained by Pernod Ricard in delivering responsible drinking messages and how to engage with other students and discuss alcohol-related issues. The events are organized by local ESN associations where the trained individuals become the ambassadors (aka. Party Squad), with a sole task of spreading awareness and delivering key messages of project to the participants. The idea behind this approach is, that students are more likely to discuss alcohol related issues in informal atmosphere and with equals.
"Responsible Party" is a pan-European awareness campaign created by Pernod Ricard as part of its Corporate Social Responsibility policy. ”Responsible Party” is also the Pernod Ricard commitment towards European Alcohol and Health Forum. The project is designed to help student associations organize parties & other events in safe environment with focus of raising awareness of responsible & moderate consumption of alcohol. The main project partner of Pernod Ricard is Erasmus Student Network AISBL (ESN), the largest university student organisation in Europe, present in 37 countries of Europe with over 500 local associations.
The main challenges of the project implementation are:
The program is composed of Universal Toolkit containing prevention and information tools (BAC estimators, condoms, info flyers) as well as promotion tools (branded sunglasses, USB sticks, balloons, posters, hashtag boards, T-shirts for the Party Squad) which are used to engage the participants and motivate them to get involved the project objectives, either through discussion or various small activities such as games, quizzes etc. There is also a Facebook Page (https://www.facebook.com/ResponsibleParty/?fref=ts) and a Promotional RP video (https://www.youtube.com/watch?v=GDe4i4lWWDw). The key messages of the program are:
Since 2010 until end of 2015, the project has affected more than 250 000 students in 31 countries across Europe.
From May 2014 to December 2014
Wise Drinking: the first worldwide digital app devoted to responsible consumption.
Available in 37 languages on iPhone and Android, Wise Drinking is a free mobile application that educate consumers about responsible drinking.
The app was launched in conjunction with the fourth annual Responsib’ALL Day, a day of action devoted to Sustainability & Responsibility involving the Group’s 18 500 employees.
This application has been developed by the agency Novedia.
To access the application, go to http://www.wise-drinking.com/app
Users are also able to test their knowledge of responsible drinking through a multiplayer quiz with questions such as:
“How much is one unit of alcohol?”
“How is wine produced?”
“What advice is given to pregnant women regarding alcohol?”
“Who was the Greek god of wine?”
As of December 2016: 103 000 downloads