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Pernod Ricard USA Invests in Responsibility with Safe Night

December 8, 2021

Pernod Ricard USA has announced Safe Night, a new pilot program kicking off today in Dallas, Texas, aimed at reducing binge drinking and drunk driving, as well as making nightlife safer for women. The program sees Pernod teaming up with Responsibility.Org, 24HourDallas, and Safe Night LLC. The Dallas pilot—the “Good Neighbor Initiative”—will serve as a model for expanding the program into other cities across the U.S. as the groups incorporate experience from the pilot into a larger whole. “Americans rightly believe that the spirits industry must lead the way in promoting responsible drinking and fighting binge drinking and impaired driving,” said Ann Mukherjee, chairman and CEO of Pernod Ricard North America.

The program has four major elements—Safe Night Out, Every Voice, Sidewalk Ambassadors, and Copper Star Certification—that work together to create a comprehensive approach to reducing harm. Safe Night Out aims to bring nightlife businesses together with local government to improve safety, Every Voice is concerned with rooting out discrimination in hiring and service, Sidewalk Ambassadors is focused on empowering community leaders to disrupt conflict, and Copper Star highlights businesses that have taken significant steps to ensure the safety of guests.

The Safe Night initiative is partly based on the Arlington Restaurant Initiative, which was started in Virginia by Safe Night LLC and Responsibility.org. “In just a few years, crime was down significantly, restaurants were working together and recognized by Arlington County as responsible business partners, and—most importantly—customers were safer as a result of this initiative,” said Darrin Grondel, vice president, government relations and traffic safety at Responsibility.org.

The program fits with Pernod Ricard USA’s commitment to Responsible Hosting as part of its Good Times from a Good Place initiative. “In today’s world, companies have to go beyond just a return on investment—they also need to generate a return on responsibility. This is about winning the future by creating shared success for all our stakeholders. By attacking the harmful use of alcohol through a comprehensive, community-based program, Safe Night should achieve measurable progress,” said Mukherjee.—Shane English

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