Pernod Ricard's roadmap for corporate social responsibility has four areas of focus called “pillars”. Each pillar - “Nurturing Terroir”, “Valuing People”, “Circular Making”, and “Responsible Drinking” - has its own set of goals to be achieved, and we are actively working to address the issues facing the world by developing activities in each market in line with these goals.
Supporting LIVE SDD (STOP! DRUNK DRIVING)
Since 2011, Pernod Ricard Japan have been a sponsor of FM Osaka’s “STOP! DRUNK DRIVING Project”.
We are a sponsor of a large-scale music event held at Osaka Castle every February, where a number of famous artists perform together to call for an end to drunk driving.
In addition, Pernod Ricard's live radio program “SDD Radio Meeting by Pernod Ricard Japan” is broadcast every spring. The program features popular artists and aims to raise awareness of the dangers of drinking and driving and the importance of drinking in moderation.
“Team Zero Fukuoka” support
Why is there still drunk driving in Fukuoka Prefecture, which should know the sadness of drunk driving accidents best? On August 25th 2006, a drunk driving accident on the Uminonakamichi Bridge in Higashi Ward, Fukuoka City, claimed the lives of three young children. Five years after the accident, on August 25th 2011, a public awareness campaign was launched by the government, businesses and citizens' groups, called “Team Zero Fukuoka”. Since 2013, Pernod Ricard Japan has been a supporting company for this campaign, contributing to newspaper articles on the issue through panel discussions, supporting booklets on the eradication of drunk driving, and sponsoring awareness-raising events in Fukuoka.
Drink alcohol responsibly, as is proper for an adult. DRINK MORE WATER Campaign
Drinking water when drinking alcohol helps to maintain the body's water content and protect brain function. The “Drink More Water” campaign promotes the importance of actively drinking water when drinking alcohol, and shows people how to enjoy memorable times with friends.
DRINK MORE WATER Campaign
Drink More Water is a global digital campaign that was launched in Europe, Africa and Latin America in 2021, and expanded to 14 markets in Asia, including Japan, in 2023.
In Japan, alongside the rollout of SNS advertising, a website was developed that included information on the importance of drinking water when drinking alcohol, as well as stories about drinking mishaps. Leaflets with the same design were also distributed to universities in the Tokyo metropolitan area, and sampling was carried out at brand events, etc., to promote the importance of acquiring the correct knowledge and enjoying alcohol in a fun way ahead of the summer, when there are more opportunities to drink alcohol.
Efforts to prevent underage drinking
Pernod Ricard Japan supports the activities of the Japan School Health Association, and holds an online training session on the prevention of underage drinking once a year, mainly for teaching staff.
In addition, every March, we distribute “Alcohol Abuse Prevention Awareness Posters” to boards of education, public elementary schools, junior high schools, high schools, secondary schools, and special needs schools nationwide.
With the aim of raising awareness among minors, we use young athletes who are active in sports and other genres as models every year, and we also widely solicit and adopt catchphrases from students.
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“Bar World of Tomorrow” Program for the bartenders
This program is designed for bartenders, with the themes of sustainable culture in the alcohol industry and sustainable bartending.
The aim is to deepen understanding of sustainability and share a wide range of practical tips that can be used in bar management, with the aim of creating a sustainable society through bars.
Responsib’ALL DAY
Responsib'ALL Day, which was launched in 2011, is an initiative that brings together all Pernod Ricard employees with the same goal in mind: to learn about “responsibility for sustainability”, share best practices, and encourage the implementation of specific initiatives.
It is held once a year in June, and on that day, the 19,000 employees of the group work together on the same theme, collaborating with local partners and charitable organizations.
At Pernod Ricard, we are working with our employees to fulfill our mission of achieving a sustainable future through nature conservation and support for local communities.