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12.2009

Massachusetts Beverage Business

archivedAtPressTime

PERNOD RICARD RE-JOINS CENTURY COUNCIL

Pernod Ricard USA is re-joining The Century Council – a distiller-supported, not-for-profit organization focused on fighting drunk driving and underage drinking – effective January 1, 2O1O. “As one of the premier marketers of beverage alcohol brands in the United States, we are aware of the critical importance of providing accurate, relevant and timely information about appropriate alcohol consumption,” said Paul Duffy, Chairman and Chief Executive Officer, Pernod Ricard USA.  The company’s “Accept Responsibility” campaign will continue in tandem with Pernod Ricard USA’s renewed support of Century Council programming. Over the past three years, the company invested several million dollars in its campaign, which has combined advertising in major national print and social media outlets with a dedicated responsibility website, public service announcements that have aired on television more than 1OOO times, and ongoing publicity and permission-based emails. Targeting the issues of underage drinking, drinking and driving and binge drinking, “Accept Responsibility” has reached an estimated audience of more than 2OO million.

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