Avenue Vine

The communications program identifies excuses used to justify irresponsible alcohol consumption, and urges individuals to “accept responsibility.” The campaign theme complements the company’s own acceptance of responsibility embodied in its internal code of conduct for employees and standards for its marketing practices.

The integrated campaign kicks off with a full-page advertisement in today’s edition of USA Today and the launch of a complementary Web site: http://www.acceptresponsibility.org. Headlined: “Drunk driving doesn’t start with a drink. It starts with an excuse,” the ad features a martini glass illustrated with the text of typical excuses people make when they drive after drinking too much, such as “I’m 220 lbs. – it takes a lot more than three drinks to slow this guy down,” and “I’ve driven home from here so many times I could do it blindfolded.”

Similar creative executions in the initial series expose typical excuses used to justify underage drinking and binge drinking. An animated, online version of the binge drinking ad shows shot glasses filling up with typical excuses. The full ad buy will include national newspapers and magazines, as well as Web site banners.

“Although the vast majority of adult Americans who drink do so in moderation, and the incidence of underage drinking is declining, we have an obligation to fight against irresponsible consumption,” says Alain Barbet, President and CEO of Pernod Ricard USA. “Our new responsibility campaign focuses on recognizing and overcoming enabling excuses so we can act responsibly.”

The Accept Responsibility Web site dedicated to this campaign features original content on self-deception written by Dr. Alfred R. Mele, author of Self-Deception Unmasked and a professor at Florida State University. Dr. Mele’s material covers the cause of self-deception, its typical effects and how to recognize and overcome self-deception in your life. He also has written a fun, non-scientific quiz to help site visitors start thinking about self-deception in their own lives.

Apart from Dr. Mele’s quiz, the site offers additional interactive features. Friends and family members can send E-card versions of the “Excuses” ads to loved ones who may be engaging in some of the negative behaviors addressed by this campaign and may have used excuses to justify that behavior, along with a customizable message.

The AcceptResponsibility.org site lists numerous links for authoritative information on drunk driving, underage drinking and binge drinking provided by governmental agencies and third-party organizations, including the National Clearinghouse for Alcohol and Drug Information, State University of New York/ Potsdam, Distilled Spirits Industry Council (DISCUS) and Mothers Against Drunk Driving (MADD).

Other elements of the Accept Responsibility campaign include a media outreach effort with Dr. Mele as the spokesperson, financial contributions by Pernod Ricard USA to a selected group of organizations and initiatives to address alcohol-related issues, and ongoing development of innovative, educational tools to reach parents and their teenagers. “We intend to continue funding efforts to promote responsibility in coming fiscal years,” Barbet said. “All of us – marketers, consumers and parents – must accept responsibility for tackling these issues.”

About Pernod Ricard USA:
Pernod Ricard USA, based in Purchase, N.Y., is a leading producer, importer and marketer of prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries of the world’s #2 spirits company and #4 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard’s acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company’s sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fifth largest by sales volume in the U.S.

Pernod Ricard USA's leading brands include Kahlúa Liqueur, Chivas Regal Scotch Whisky, Seagram's Extra Dry Gin, Malibu flavored Rum, Stolichnaya Vodkas, Jameson Irish Whiskey, The Glenlivet Single Malt Scotch Whisky, Wild Turkey Bourbon, Beefeater Gin, Hiram Walker™ Liqueurs and Martell™ Cognac, as well as Jacob's Creek and Brancott Estate wines, Perrier Jouët Champagne, Mumm Champagne and Mumm Napa™ wines, and Pernod and Ricard Liquors. Pernod Ricard USA urges all adults to accept responsibility when considering consuming alcoholic beverages.

KEY WORDS: Ads, Web Site Address Drunk Driving, Binge Drinking, Underage Drinking

PURCHASE, NY--September 5, 2007

LINKS & RESOURCES:
The following is a selection of the many independent information resources about drinking & driving, underage drinking and binge drinking that are available at no cost on the Internet to youth, adults and parents. In turn, many of these sites include links to additional information.

NOTE: Avenue Vine does not endorse any of the organizations represented on these sites, nor accept any liability for the accuracy or relevance of the materials presented on these pages. We provide these links solely for the purpose of increasing public awareness, and furthering public education, about alcohol consumption issues.

One of the most comprehensive sites for all age groups available on the Internet is titled “Alcohol Problems & Solutions.” It is maintained by Dr. David J. Hanson, Professor Emeritus of Sociology at State University of New York at Potsdam.

Binge Drinking:

About.com: Alcoholism & Substance Abuse

Alcohol Education Project – Hobart and Williams Smith Colleges

AlcoholScreening.org

Centers for Disease Control and Prevention: Binge drinking

Drinking & You

In the Know Zone: Binge Drinking

International Center for Alcohol Policies - Binge Drinking

Moderation Management

U.S. Department of Health & Human Services: Binge Drinking in Adolescents and College Students

U.S. Department of Health and Human Services: Binge Drinking and Youth

Drunk Driving:

Centers for Disease Control and Prevention: Impaired Driving

Century Council

DISCUS

Drinking and You

International Center for Alcohol Policies

Moderation Management

Mothers Against Drunk Driving (MADD)

National Highway Traffic Safety Administration

National Institute on Alcohol Abuse and Alcoholism of the National Institutes of Health

What's Driving You

Underage Drinking:

2young2drink.com

American Academy of Family Physicians: Teen Drinking

College Drinking: Changing the Culture

CollegeDrinkingPrevention.org

DISCUS

Freevibe.com: Alcohol facts

International Center for Alcohol Policies

National Institute on Alcohol Abuse and Alcoholism of the National Institutes of Health

Resisting Peer Pressure

U.S. Department of Health and Human Services: A Guide for Teens

For more information, please visit: http://www.acceptresponsibility.org.