Pernod Ricard Nigeria, FRSC Join Forces to Curb Drink-Driving During Easter

...Driving Home the Message of Safety, Responsibility, and Mindful Choices on Nigerian Roads

Pernod Ricard Nigeria, a prominent player in the wines and spirits industry, has teamed up with the Federal Road Safety Corps (FRSC) to launch a campaign aimed at discouraging drink-driving and promoting responsible road use.

Anchored on the Responsible Hosting pillar of Pernod Ricard’s global Sustainability and Responsibility roadmap, the initiative underscores the company’s ongoing efforts to combat alcohol misuse. It also supports the UN’s Sustainable Development Goal 3 – Good Health and Well-being – by urging drivers to make the life-saving commitment: “I do not drink and drive.”

Timed to coincide with the Easter season—a period traditionally marked by travel and celebration—the three-day campaign ran from April 14 to 16, 2025, under the theme “Safe Roads.” Activities included the donation of breathalyzers and reflective safety jackets to the FRSC, and a Town Hall meeting held on April 15.

The Town Hall brought together Pernod Ricard Nigeria, government stakeholders, and representatives from key transport and safety agencies, including FRSC, Lagos State Commissioner of Special Duties, Vehicle Inspection Officers (VIO), National Union of Road Transport Workers (NURTW), National Drug Law Enforcement Agency (NDLEA), Nigeria Security and Civil Defence Corps (NSCDC), Federal Roads Maintenance Agency (FERMA), and the Road Safety Club of the National Youth Service Corps (NYSC).

Speaking at the Town Hall, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, highlighted the dangers of drink-driving. He opined that eliminating driving under the influence (DUI), reduces one of the factors of road crashes. “Every life lost is someone’s parent, child, or friend. The message was clear: ‘If you Drink, Don’t Drive.’”

Corps Commander Kehinde G. Hamzat of the FRSC Lagos Sector Command, emphasized the importance of road-user vigilance and compliance with traffic regulations, particularly during festive periods. He also introduced the FRSC’s mobile app and emergency helpline (122), encouraging citizens to report reckless or impaired drivers in real time.

Mr. Olugbenga Oyerinde, representative of the Lagos State Commissioner for Special Duties, applauded the initiative and affirmed the state government’s commitment to supporting collaborative efforts that promote safer roads.

During visits to various motor parks, NURTW Chairmen expressed appreciation to Pernod Ricard and FRSC, vowing to reinforce the campaign’s message among their members and ensure greater compliance with road safety standards.

This initiative is in line with Pernod Ricard’s broader mission to promote moderation. Since 2021, the company’s ‘Drink More Water’ campaign has championed hydration and mindful consumption, reinforcing the belief that enjoyment should always be paired with responsibility.