Launches Anti Drink-Driving Initiative

In response to China's increasingly serious drink-driving problem, Pernod Ricard, in partnership with China's Road Traffic Safety Association, launched a nationwide Anti-Drink Driving Campaign.

The campaign kicked off with a press conference announcing the nationwide distribution of 1.5 million educational booklets, a new "Say No to Drink Driving" website on Sina.com and Pernod Ricard's worldwide contribution to sustainable development. Educational columns were published in partnership with the Traffic Police Department of Shanghai's Public Security Bureau and influential media, Jiefang Daily.

As the campaign drew to a close, over 50% of those surveyed felt the campaign had been extremely successful, especially in improving public understanding of the dangers associated with drink driving.