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Responsible Party fights binge-drinking

Pernod Ricard wants to counteract overconsumption of alcohol among young adults. As part of this goal, Pernod Ricard has engaged in partnerships and projects to help influence attitudes and behaviors. In the Responsible Party project, Pernod Ricard supports Erasmus Student Network (ESN) in promoting responsible drinking at student parties. Since 2011, over 300,000 students have been reached by the program.



A key aspect of the Responsible Party program is the “peer-to-peer” approach. Selected students are trained to become ambassadors, whom act as role-models, organize activities and disseminate knowledge about the risks of overconsumption. Their aim is to raise awareness and change attitudes and behaviors of fellow students.


"Since the start in 2011, we have reached more than 60,000 students in the Nordic and Baltic countries alone. Our goal is to encourage students to party smart and consume alcohol in moderation," says Mikael Sundström, Sr. Manager Communications, CSR & Public Affairs Pernod Ricard Sweden.


Twice a year, ESN Sweden organizes the “Sea Battle”, a massive party cruise on the Baltic Sea. The cruise accommodates around 2000 students over three consecutive days, and is thereby one of the biggest student events in Europe. Pernod Ricard Sweden supports ESN with funding and by training and coaching the students selected to act as ambassadors during the cruise. The ambassadors, or the “Party Squad” organize fun, educational activities, act as role models, and talk with partygoers about the risks of excessive and inappropriate consumption of alcohol. The “Party Squad” also distribute water and snacks for free. Together with the ferry security guards, they help to create a positive and safe atmosphere during the cruise.


Responsible Party is one of Pernod Ricard's commitments to the European Commission's European Alcohol and Health Forum and is a prevention program based on non-commercial cooperation with ESN, a European student organisation aiming to develop and promote international exchange between students aged 20-25 years. Since 2011, over 300,000 students have participated in Responsible Party arrangements in 32 European countries. The program has been evaluated by researcher at UCL in Belgium with good results.