- Pernod Ricard North America has introduced a new platform to encourage safety when going out to bars in the evenings.
- The company has kicked off the “Good Nights Are Safe Nights” a community-based initiative in partnership with Safe Night LLC, that is designed to promote responsible drinking and safer nightlife environments across the U.S. and Canada.
- The platform is launching in Greenwich Village in New York where Pernod Ricard North America is working with local communities to create environments that prioritize the well-being of patrons and staffers at bars and restaurants.
Marketing alcohol is a slippery slope as the product does not always have a positive association, leading some younger consumers to avoid drinking altogether.
Pernod Ricard has an opportunity to shake some of the bad reputation with this program that focuses on the best practices of drinking – fun times with friends – while building infrastructure to avoid bad associations like harassment and abuse.
The Good Nights Are Safe Nights platform builds on the company’s Good Neighbor Initiative pilot program, which launched in Dallas in 2021. This new initiative expands on the program, which improves safety within local communities by offering hospitality professionals training, resources and accreditation for creating safer environments.
“We’re not just nurturing responsible brands, but also fostering a culture of safety and respect within the hospitality industry. With this initiative, we’re making significant strides towards creating safer nightlife environments, instilling a sense of security and conviviality for all,” said Pierre Joncourt, SVP of Operations for Pernod Ricard North America, in a statement.
Safe Night LLC will offer training modules on safety and security, legal compliance and liability, as well as responsible service and patron protection. Participating venues can earn accreditation, enhancing their reputation.
The effort support’s Pernod Ricard’s brand mission to become the most responsible and sustainable spirits and wine company in North America. “We believe that safe, vibrant nightlife spaces are key to building stronger, moreconnected communities,” said Anu Rao, SVP of Communications for Pernod Ricard North America, in a statement. “Good Nights Are Safe Nights is not only about reducing harm but also about fostering trust, collaboration, and shared responsibility among businesses and patrons.”
