The scores are calculated according to a pre-determined formula. Each commitment is broken down into a set of practical actions to be carried out at a national level by a Pernod Ricard affiliate. So as the actions are gradually completed, the KPI figures — expressed as percentages — will steadily rise. To ensure that genuine progress is being made, the validity of each completed action is checked, first by regional management and then again at Headquarters' level.
drinking and driving
|Enlisting the support|
Reducing underage drinking : 80%
Strengthening marketing codes : 62.5%
Consumer information and responsible product innovation : 72.5%
Reducing drinking and driving : 85%
Enlisting the support of retailers : 25%
France is in the average in EU. The regular consumption is decreasing among underage but drunkeness is increasing specifically for girls (source : ESPAD).
Alcohol marketing is strongly regulated in France (loi Evin). Nevertheless the alcohol industry, the Advertising agencies and other medias have to comply with a Code which is endorsed by ARPP (Advertising authority).
The pregnancy logo is mandatory in France since 2006. The association Avec Modération! has implemented various initiatives among the public and the health professionals.
The association Avec Modération ! is a partner of Road Safety Council. The number of deaths on the road related to alcohol has decreased dramatically in the last two decades.
Since 2009 (Loi Bachelot) the legal purchaising age is 18 years old in both on trade and off trade and for all alcohol products. Avec Modération! works with retail organisations/federations (FCD) in order to develop specific prevention / awareness progra
|yellow||16%||Reducing underage drinking|
|red||13%||Strengthening marketing codes|
|green||15%||Consumer information and responsible product innovation|
|blue||17%||Reducing drinking and driving|
|pink||5%||Enlisting the support of retailers|
|Grey||35%||To be accomplished|
|Each commitment has an equal weight of 20%|
Pernod Ricard was the main founding member of IREB (Institut de Recherche Scientifique sur les Boissons alcoolisées) in 1971 and the founder of Entreprise & Prévention (current name : Avec Modération !) in 1990 which is an organization dedicated to the promotion of responsible marketing and industry self regulation. Since then, many initiatives and progress have been acknowledged by the public and various stakeholders. IREB has beenin 2105 turned into FRA (Fondation pour la recherche en alcoologie) a foundation of public interest placed under the authority of the Fondation de France www.fondationrecherchealcoologie.orgwww.avecmoderation.org
Armand Hennon - VP Responsible Marketing and S&R France
Reducing underage drinking : 10.71%Strengthening marketing codes : 9.12%Consumer information and responsible product innovation : 9.91%Reducing drinking and driving : 11.82%Enlisting the support of retailers : 5.1%
Reducing underage drinking : 16%Strengthening marketing codes : 12.5%Consumer information and responsible product innovation : 14.5%Reducing drinking and driving : 17%Enlisting the support of retailers : 5%