No excuses in the USA

27 August, 2008
Page 5 
Pernod Ricard USA has launched an advert­ising campaign to discourage drink driving, under-age consumpt­ion and binge drinking.

The campaign draws attention to many of the excuses associated with drink-related antisocial behaviour and includes press advertising, financial backing for selected organisations involved in alcohol issues, and edu­cational tools for parents and teenagers.

A PR element of the campaign is being fronted by Dr Alfred R Mele, a professor at Florida State University and author of Self-Deception Unmasked, who has contri­buted a quiz on a new website, acceptresponsibility.org.

Pernod Ricard USA chief executive Alain Barbet said: "Although the vast majority of adult Americans who drink do so in moderation, and the incidence of under-age drinking is declining, we have an obligation to fight against irresponsible consumption.

"Our new campaign focuses on recognising and overcoming enabling excuses ."

Comment

Dominic Roskrow

The serious business of bourbon

This is most odd. I’m standing with two American gentlemen in the corner of a very swish steak bar staring at a surreal painting of what we’re being told is a ship exploding as it sails towards a lighthouse. I think.

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