Pernod Ricard USA And Southern Wine & Spirits Launch A National Effort To Promote Responsible Drinking

Companies Team Up In Support of Foundation For Advancing Alcohol Responsibility

Pernod Ricard USA And Southern Wine & Spirits Launch A National Effort To Promote Responsible DrinkingPernod Ricard USA, the premium spirits and wine company in the U.S., and Southern Wine & Spirits of America, Inc. (Southern), the nation’s leading spirits and wine distributor, today announced a national effort to promote retailer engagement with The Foundation for Advancing Alcohol Responsibility (FAAR), a national not-for-profit funded by distillers aimed at reducing drunk driving and underage drinking.

Pernod Ricard USA’s full salesforce will team up with more than 1,000 Southern salespeople beginning today to distribute information to retail accounts that can be shared with consumers about key FAAR programs, including, which offers tips on how such factors as body type and food consumption can affect Blood Alcohol content (BAC) after alcohol consumption.  The team is expected to cover nearly 15,000 stores nation-wide.

“Pernod Ricard USA and Southern Wine & Spirits are committed to being leaders – not only in the sales of our premium portfolio, but also in the fight against the abuse of our products,” says Bryan Fry, President and CEO, Pernod Ricard USA. “That’s why we’re excited to team with Southern in this effort to help retailers promote responsible consumption.”

Wayne Chaplin, Southern’s President and Chief Operating Officer, added, “We’re asking our sales teams to do what they do best – talk to retailers – about useful tools aimed at reducing the irresponsible consumption of alcohol. We’re honored to work with Pernod Ricard USA and FAAR on this initiative and committed to being leaders in educating consumers on responsible drinking.”

Formerly known as The Century Council, FAAR has created breakthrough programs that have significantly reduced drunk driving and underage drinking.  Since the organization was formed in 1991, underage drinking among eighth graders has reached an all-time low and drunk driving has declined by 35 percent.

“While the progress has been impressive, we can’t rest on our laurels,” says Martin Crane, SVP, Spirits Sales, Pernod Ricard USA. “That’s why the messaging our sales teams will deliver is designed to enlist retailers’ support in our fight against irresponsible consumption, while also empowering them to issue a call to action to consumers.”

FAAR President and CEO Ralph Blackman commended Pernod Ricard USA and Southern for teaming up to reach retailers, saying he is “delighted by this integrated initiative to help spread the word about FAAR and alcohol responsibility.”

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 a workforce of nearly 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, Kahlúa Liqueur, Beefeater Gin, Plymouth Gin, Seagram’s Extra Dry Gin, Martell Cognac, Hiram Walker Liqueurs, Pernod, Ricard and Avión Tequila (through a joint venture with Tequila Avión); 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:

About Southern Wine & Spirits of America, Inc.
Southern Wine & Spirits of America, Inc., is the nation’s largest wine and spirits distributor and broker with operations in 35 markets. The multi-state distributor currently operates in: Alabama, Alaska, Arizona, California, Colorado, Delaware, the District of Columbia, Florida, Kentucky, Hawaii, Idaho, Illinois, Indiana, Iowa, Maryland, Maine, Michigan, Minnesota, Mississippi, Montana, Nevada, New Hampshire, New Mexico, New York, North Carolina, Ohio, Oregon, Pennsylvania, South Carolina, Utah, Vermont, Virginia, Washington, West Virginia and Wyoming. Southern also holds operating licenses and permits in Nebraska and Texas. On a national basis, Southern Wine & Spirits of America, Inc. employs more than 14,000 team members. Southern urges all retail customers and adult consumers to market, sell, serve and enjoy its products responsibly. For more information about Southern and its responsible consumption program, see:

About the Foundation for Advancing Alcohol Responsibility
Formerly known as The Century Council, the Foundation for Advancing Alcohol Responsibility (FAAR) is a national not-for-profit that leads the fight to eliminate drunk driving and underage drinking and is funded by Pernod Ricard USA and other leading U.S. distillers, including Bacardi U.S.A., Inc.; Beam, Inc.; Brown-Forman; Constellation Brands, Inc.; DIAGEO and Hood River Distillers, Inc.  For more than 23 years, FAAR has transformed countless lives through programs that bring individuals, families and communities together to guide a lifetime of conversations around alcohol responsibility. To learn more, please visit FAAR at