Pernod Ricard hosts second Responsib’All Day’

Pernod Ricard is hosting its second Responsib’All Day’, which mobilises all its employees on five continents in a 24-hour day of action to educate young adults on responsible consumption.

The 2012 Responsib’All Day, where 18,000 Pernod Ricard employees stop their activities for 24 hours, coincides with the publication of a worldwide compilation of multiple international studies on Alcohol & Youth.

Different programs around the world – “Prata Om Alkohol”(Sweden), ‘No Ikki” (Japan), the Erasmus partnership “Responsible Party” (Europe) and “Just Enough” (Brazil) – contribute to half a million young adults being taught about responsible drinking.

Every employee is provided with educational tools to guide them to address the topic of “Alcohol and Youth” with their families and friends.

The 2012 ‘Responsib’All Day’ coincides with the publication of a worldwide compilation of multiple international studies on Alcohol & Youth conducted by Dr. Jean Pascal Assailly and the release of the European ESPAD study.

Dr Assailly said, “Young people have different ways of drinking than their ascendants. While alcohol consumption has reduced 12% over the past 30 years, alcohol units consumed at a single occasion have increased”.

Assailly’s conclusion is that education is more efficient in combating inappropriate consumption than is restriction: “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.”

Pierre Pringuet, chief executive officer of Pernod Ricard, said: “We have been promoting responsible drinking for more than 30 years. Today all our employees are mobilised. As a company, we are resolutely dedicated to strengthen our engagement with public authorities and NGO to fight inappropriate drinking habits.”