PROMOTE RESPONSIBLE DRINKING
The absolut company shares the vision of Pernod Ricard – to be creators of conviviality, or Créateurs de Convivialité. This vision includes shared moments of happiness and joy together with friends, family and relatives. The company’s products shall be used to enhance such moments, regardless of their significance or scale. Drinking socially means drinking responsibly. Our aim is to instill this within our one community. Conviviality is incompatible with extremes or excess.
Our Role As A Producer of Alcoholic Beverages
For most people, drinking alcohol is about just that – making a joyful moment a bit more enjoyable. However, drinking alcohol poses some dangers, and being a responsible company includes taking responsibility for use of the products and the negative effects they may cause.
Convivialité [kɔ̃.vi.vja.li.te]: A general spirit of friendliness and agreeableness
Promoting responsible drinking is the company’s number one sustainability priority. Over the years Pernod Ricard and The Absolut Company have partnered with global and local organizations on many initiatives aiming to curb excessive and inappropriate alcohol consumption.
Pernod Ricard focuses on young people and pregnant women, and on preventing risky behaviors such as drinking and driving. Since cultural contexts vary between the countries in which the products are sold, the work focuses on different aspects in different regions. In South Africa and Mexico, the Group supports programs to prevent pregnant women from drinking alcohol and educating them about the associated risks. In parts of Asia, the company educates consumers about the dangers of drinking and driving. The Absolut Company puts a lot of effort in Sweden into preventing minors from drinking alcohol and delaying their first use of alcohol.
Promoting responsible drinking is the company’s number one sustainability priority.
Delaying and Reducing Young People’s Use of Alcohol
The Absolut Company has reached out to youth with the message “you can enjoy an evening, a festival or a party without alcohol” by partnering with Fryshuset, one of the world’s largest youth centers, in the heart of Stockholm. The center promotes social inclusion and self-esteem. The company supports Fryshuset’s alcohol-free club, The Wave, and their Event Evolution program, which trains young people in organizing drug-free events.
Another important initiative is Prata Om Alkohol (Talk About Alcohol), a school program which aims to raise the age at which young people begin drinking and to reduce drunkenness, as well as changing attitudes and behaviors.
The focus from the beginning has been on life-skills, to enhance self-esteem and to help young people to handle peer pressure. It was launched in 2006, together with the Swedish trade association for spirits and wine, SVL. During the last ten years the program has reached an astonishing 450,000 students and 10,000 teachers. 75 percent of Swedish secondary schools now use the program.
450 000: The number of students now enrolled in the school program Prata om Alkohol (Talk About Alcohol)
The Absolut Company also provides support to another organization in Stockholm called Nattskiftet (Night Shift). The partnership brings together city officials, local police and the popular nightclub Trädgården to help people feel safer at night in Sweden’s capital city, and to tackle sexual abuse and violence. They have trained a group of volunteers who accompany people on their way home, so they feel safer.
Our Employees As Our Greatest Ambassadors
All employees are regarded as ambassadors and role models for responsible and moderate drinking. Therefore, the company puts a lot of effort into educating all co-workers on how to behave with and around alcohol. There are a number of dos and don’ts to follow and to be inspired by. The central messages are to keep consumption down, zero-tolerance for drinking and driving, and to always have alcohol-free alternatives available during events and hospitality.
Our Advertising Policy
The Absolut Company markets global brands, reaching consumers around the world. In order to walk the talk, and talk the walk, the company commits to various rules on advertising. For instance, the company follows international guidelines applied in the sector, and all advertising within the company is reviewed by top management, to make sure it follows the rules.
One of the cornerstones of the guidelines is that only media for which a minimum of 70 percent of the consumers are over legal drinking age may be used for advertising. Moreover, all models must be at least 25 years old so as not to promote drinking by young people. Furthermore, the advertising shall not allude to drinking and driving, hazardous activities, social or sexual success, drinking amongst minors or during pregnancy, or be coupled to performance.
All the work that is put into promoting responsible drinking is a way of taking responsibility for the risks that are associated with the products. The company produces and sells premium products that shall be used as part of a balanced lifestyle, and as a way to enhance already festive and joyful moments.