Pernod Ricard USA’s annual global “Responsib’ALL Day” on May 22, 2014 highlighted the collaboration between Pernod Ricard and Alcohoot, a New York-based company that offers a smartphone breathalyzer. Employees were given the devices to help them serve as ambassadors of responsible alcohol consumption. Other initiatives include an employee challenge to develop marketing campaigns for responsible consumption; a partnership between Pernod Ricard and the Foundation for Advancing Alcohol Responsibility to distribute consumer tools about responsible consumption; and a public campaign to educate parents about talking to their children about underage drinking.