 |
 |
Pernod Ricard promotes ‘Wise Drinking’ with new mobile app to track the units of alcohol a user has consumed over four weeks |
Pernod Ricard is promoting responsible drinking with the launch of a free mobile application called “˜Wise Drinking’. The initiative is a key part of the group’s Corporate Social Responsibility (CSR) approach to educate people about responsible drinking.
Available in 37 languages on iPhone and Android smart phones, the app helps people calculate the number of units of alcohol they consume in real time over a period of four weeks. The application takes into account the type of drinks consumed, such as wine, beer or spirits, their volume, as well as the user’s gender and weight.
Equipped with a geo-localisation system, the app adapts itself to applicable local law and informs the consumer of the nearest means of transport.
Pernod Ricard Deputy Chief Executive Officer Alexandre Ricard said: “Pernod Ricard has been at the forefront of digital development for its brands. The Group is now using all its expertise in the field of collaborative and social communication to launch “˜Wise Drinking’, the first application to raise everyone’s awareness on responsible drinking.”
Developed by Novedia, the application can be accessed at http://wise-drinking.com
The launch coincides with the Group’s fourth annual Responsib’All Day, in which 19,000 employees in 80 subsidiaries around the world act as ambassadors on behalf of its CSR commitments.
Pernod Ricard Vice Chairman of the Board of Directors and Chief Executive Officer Pierre Pringuet said: “Responsible drinking has always been at the heart of our policy of social responsibility and we remain highly committed, as shown once again by the mobilisation of our 19,000 employees throughout the world on the occasion of this fourth Responsib’All Day.
“It is by directly engaging with every consumer and every distributor that we have the chance to change behaviour in the long-term. It is a lengthy process that all those involved in the industry must pursue tirelessly.”
Through local initiatives and events, employees are able to speak with customers, distributors and consumers about the five commitments made by the 13 countries in the wine, spirits and beer sector since October 2012 during the ICAP International Conference on Global Actions.
These commitments are: to reduce underage drinking; to reduce drinking and driving, to strengthen and expand marketing codes of practice; to provide consumer information and develop responsible product innovations; and to enlist the support of retailers to reduce harmful drinking.
For example, in Auckland, New Zealand Pernod Ricard Winemakers asked students to think about a hard-hitting advertising campaign aimed at promoting responsible drinking amongst young people. The winning project will be presented today (22 May).
