Pernod Ricard USA has teamed up with Southern Wine & Spirits of America Inc. to promote the Foundation for Advancing Alcohol Responsibility (FAAR), a nonprofit aimed at reducing drunk driving and underage drinking.
The salesforces of both companies have begun to distribute information to 15,000 retail accounts nationwide that can be shared with consumers about key FAAR programs, including B4Udrink.org, which offers tips on how such factors as body type and food consumption can affect blood alcohol content (BAC) after alcohol consumption.
“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,” said Bryan Fry, president and CEO of New York-based Pernod Ricard USA. “That’s why we’re excited to team with Southern in this effort to help retailers promote responsible consumption.”
Formerly known as The Century Council, FAAR has created breakthrough programs that have significantly reduced drunk driving and underage drinking, according to the organization.