Pernod 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, completed a national effort on May 6 to promote retailer engagement with The Foundation for Advancing Alcohol Responsibility (, a national not-for-profit funded by distillers which leads the fight to eliminate drunk driving and underage drinking and promotes responsible decision-making regarding beverage alcohol.

Pernod Ricard USA’s full salesforce teamed up with more than 1,000 Southern salespeople to distribute information to retail accounts which can be shared with consumers about key programs including helpful tips on how to be a responsible host during the occasion-filled summer months.  The team covered thousands of 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 brought this program back for another year in partnership with the Southern team.”

Wayne Chaplin, Southern’s President and Chief Executive Officer, added, “We’re thrilled to have partnered again with Pernod Ricard USA on this vital responsible consumption program. For the second year in a row, we asked our sales teams to talk with retailers and provide useful tools aimed at reducing the irresponsible consumption of alcohol. Along with Pernod Ricard USA and, we’re committed to being leaders in educating consumers on responsible drinking.” has created breakthrough programs that have contributed to a significant reduction in drunk driving and underage drinking.  Since the organization was formed in 1991, drunk driving fatalities have decreased 36% and lifetime alcohol consumption among our nation’s youth has decreased 42%.

“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 delivered was designed to enlist retailers’ support in our fight against irresponsible consumption, while also empowering them to issue a call to action to consumers.” 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 and alcohol responsibility.”