“ OUR COMMITMENT TO PROMOTE RESPONSIBLE DRINKING IS TIED TO THE COMPANY ’ S OVERALL VISION , WHICH CALLS FOR COMPANY EMPLOYEES TO BE ‘ CREATORS OF CONVIVIALITY .’”
“ OUR COMMITMENT TO PROMOTE RESPONSIBLE DRINKING IS TIED TO THE COMPANY ’ S OVERALL VISION , WHICH CALLS FOR COMPANY EMPLOYEES TO BE ‘ CREATORS OF CONVIVIALITY .’”
— JACK SHEA , SPOKESMAN FOR PERNOD RICARD USA .
an innovative program called ‘ Accept Responsibility ,’” says Jack Shea , Spokesman for Pernod Ricard USA . “ A series of public service print ads and videos highlight excuses used to justify irresponsible alcohol consumption , and urges individuals to accept responsibility .”
Oftentimes suppliers ’ messaging goes well beyond the control states , urging consumers nationally to consume responsibly .
“ Our commitment to promote responsible drinking is tied to the company ’ s overall vision , which calls for company employees to be ‘ creators of conviviality ,’” Shea says . “ That means forging relationships with consumers , customers and government bodies that are simple , genuine , direct , transparent and authentic . You can ’ t have conviviality with inappropriate or excessive use of alcohol , so Pernod Ricard has supported programs around the world to reduce underage drinking , drunk driving and binge drinking .”
In the U . S ., the company ’ s key initiative is the Foundation for Advancing Alcohol Responsibility ( FAAR ), also known as Responsibility . org .
“ Although the vast majority of adult Americans who drink do so in moderation , and the incidence of underage drinking is declining , we all have an obligation to fight against irresponsible consumption ,” Shea adds .
A RESPONSIBLE VISION Brown-Forman has made a responsible drinking culture part of every event and message the company creates , going so far as to create a checklist for any sponsored event where product is being served . Requirements include event personnel training , providing a safe ride program , providing non-alcoholic beverages and incorporating responsibility initiatives into event contracts .
“ We love to talk about our brands , but we recognize there is a right time , way and place to do so ,” says North American Region Responsible Manager , Taylor Amerman . “ We want to make sure that our marketing , advertising and promotional material doesn ’ t betray the trust that our consumers , partners or regulators have in us . We often go above and beyond minimal regulations because we know it ’ s the right thing to do .”
Brown-Forman has partnered with control states including Oregon , New Hampshire , Idaho , Virginia and Montgomery County to promote responsible consumption , providing grant funds , sponsorships and guidance .
“ It ’ s important to partner with our distributors , retailers and business partners because we can do more together than we can on our own ,” Amerman says . “ We ’ re able to amplify the responsibility messaging , reach additional consumers and provide real solutions to these issues .”
Ultimately , working with state agencies allows all responsible industry members to reach the largest audience in the most effective way .
“ Our agencies aren ’ t the only ones who should be involved , but they ’ re the ones that have the ability to interact with enforcement , public health , the beverage alcohol industry , communities and customers ,” Schmidt says . “ They ’ re the big tent for the alcohol environment , so it ’ s incumbent on control agencies to have a broad knowledge about appropriately providing this product in their state .”
And control states are uniquely positioned for that role , thanks to decades of history with their dual role as regulator and educator .
“ Regardless of the type of state , every jurisdiction has a responsibility to make sure the public understands alcohol ’ s potential harm and how to prevent it ,” Schmidt says . “ Other agencies may take the lead in license states , but control jurisdictions have that mission at the heart of what they do .” •
4 StateWays | www . stateways . com | Drink Responsibly 2017