Pernod Ricard USA, JP Wiser's Launch Program Aimed at Reducing Drunk Driving

"Celebrated Driver" Aims To Change the Mindset Regarding Designated Drivers

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Dec 22, 2014, 04:20 ET

NEW YORK, Dec. 22, 2014 /PRNewswire/ -- Just in time for the holidays, Pernod Ricard USA, the premium spirits and wine company in the U.S., and JP Wiser's Whisky have teamed up to launch "The Celebrated Driver," a responsible drinking program celebrating those who make fun times happen safely by abstaining from alcohol on social occasions to drive their friends home.

The program – which kicks off this month with JP Wiser's promotions in Dallas and Los Angeles -- was the winning idea from a U.S. based employee contest held in conjunction with Pernod Ricard's annual "Responsib'All Day", an event at which all of the company's employees focus on how they can further advance the company's commitments to promote responsible consumption.

"Celebrated Drivers" who "make the wiser call" at JP Wiser's Football bar promotions by not consuming alcohol to ensure their friends get home safely will have the chance to win a VIP experience for themselves and 3 friends around a Big Game weekend.

"Today's society cherishes the best man and maid of honor at weddings, and rewards the 6^th man in basketball, but typically doesn't provide any special recognition or perks to those who play the supporting role typically known as 'designated driver,'" said Bryan Fry, President and CEO, Pernod Ricard USA. "The Celebrated Driver program is designed to change that mindset."

According to Fry, the program will be integrated into other brand activations within the Pernod Ricard USA portfolio, including Olmeca Altos Tequila events leading up to Cinco de Mayo.

Fry said the Celebrated Driver program is consistent with Pernod Ricard USA's overall efforts to combat the harmful use of alcohol. Earlier this year, the company joined with Pernod Ricard Americas to announce a collaboration with Alcohoot LLC, a New York-based company that has developed, manufactured and sold (without any Pernod Ricard USA involvement) an innovative smartphone breathalyzer to measure blood alcohol content. Alcohoot devices will be available at bars participating in the Celebrated Driver program to empower celebrated drivers to live up to their commitment.

Pernod Ricard USA is also a founding member of the Foundation for Advancing Alcohol Responsibility, a national non-profit organization funded by America's Leading distillers that focuses on reducing underage drinking and drunk driving.

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 19,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI).

The company's leading spirits and wines include such prestigious brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, JP Wiser's® Whisky, Kahlúa® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram's Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard® and Avión™ Tequila; such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in New York, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.

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SOURCE Pernod Ricard USA