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Pernod Ricard teams up with the AA for annual Christmas anti-drinking driving campaign

Published:  10 December, 2013

Pernod Ricard UK has once again teamed up with the AA, the national breakdown service, to launch an anti-drink driving campaign for the festive period with a particular focus on raising awareness about the dangers of driving the morning after drinking.

The campaign has been launched with the results of an AA survey that shows that out of a survey of 21,000 drivers, 56% did not know when it was safe to drive in the morning after being drinking the night before. It follows figures from the Association of Chief Police Officers (ACPO) that show more people in 2011 failed breath tests between the hours of 6am and 11am than during the hour before or after midnight.

Edmund King, AA president, said: "Too many drivers are caught out by being over the limit the morning after the night before. We don't want the morning after to end in mourning disasters so are advising drivers to think carefully before driving after a night out.

"It is difficult to work out whether there is still alcohol in the system the following day. One unit of alcohol takes about one hour to get out of the system. However, this is not a precise science as it depends on size, gender, whether you have eaten, state of your liver, metabolism and even mood."

Pernod Ricard UK is urging drivers to "accept responsibility" before getting behind the wheel of a car. Denis O'Flynn, managing director of Pernod Ricard UK, added: "As the Christmas season begins, Pernod Ricard UK and the AA ask drivers to pay particular attention on the roads. We urge the public to be aware of driving early in the morning after Christmas festivities. It is important that drivers pay attention to how much they are drinking - the number of units per bottle is indicated on the back of all Pernod Ricard UK products in order to help the public calculate their alcohol intake".

The campaign is focused around social media activity and is aimed at 18-24 year olds. It will include Facebook advertising audio and visual advertisements on Spotify, and hopes to reach approximately 40% of the 18-24 year old driving population in the UK over the Christmas period.

Pernod Ricard UK and the AA have run seven anti-drink driving campaigns over the summer and Christmas periods since December 2010.

Further details on Pernod Ricard's responsible drinking campaigns are available here: or