Promoting Responsible Drinking Takes a Team Effort

Two leaders in the alcohol industry recently teamed up to promote responsible, legal drinking.

From Right: Daniel Madera, Pernod Ricard USA, and local retailer.

Pernod Ricard USA and Southern Wine & Spirits of America, Inc. completed a national effort on May 6 to promote retailer engagement with The Foundation for Advancing Alcohol Responsibility ( The foundation is national not-for-profit funded by distillers, with a mission to eliminate drunk driving and underage drinking while promoting responsible decision-making regarding beverage alcohol.

Pernod Ricard USA’s full salesforce joined with more than 1,000 Southern salespeople to distribute information to retail accounts — which can be shared with consumers — about key programs, including helpful tips on how to be a responsible host during the occasion-filled summer months. The team covered thousands of stores nation-wide. programs that have helped work towards reducing drunk driving and underage drinking. Since the organization was formed in 1991, drunk driving fatalities have decreased 36% and lifetime alcohol consumption among our nation’s youth has decreased 42%, according to a press release.


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