Posted on | May 22, 2014
Written by | Cara McIlwaine
Pernod Ricard USA and Southern Wine & Spirits of America began a national effort promoting retailer engagement with the Foundation for Advancing Alcohol Responsibility (FAAR). Formerly known as The Century Council, FAAR is a national non-profit funded by distillers with the goal of reducing drunk driving and underage drinking.
On May 6th, Pernod Ricard USA’s national sales force teamed up with more than 1,000 Southern sales team members to work together and distribute information to retail accounts to then share with consumers about key FAAR programs. One important FAAR initiative is B4Udrink. org, a site that offers information on how factors including body type and food consumption can affect blood alcohol content (BAC).
The team expected to reach nearly 15,000 stores across the country. Here in New York, sales teams reached roughly 400 accounts, with each of 45 sales representatives visiting seven to eight different stores, according to Elaine King, Market Manager, Metro NY Off-Premise for PRUSA. Astor Wine & Spirits was one of the accounts visited on launch day, and General Manager Bill Kenney was proud to share that his staff is certified by SureSell, a course which trains on- and off-premise personnel in responsible alcohol sales. Sam Rehman let the sales reps know that the staff at Philippe Liquors, another off-premise account visited on May 6th, has taken an SLA course on responsible alcohol sales as well.
Bryan Fry, President and CEO of Pernod Ricard USA, says, “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.” Martin Crane, SVP Spirits Sales at Pernod Ricard USA, also noted, “The messaging our sales teams will deliver is designed to enlist retailers’ support in our fight against irresponsible consumption, while also empowering them to issue a call to action to consumers.”