Take the French alcohol company, Pernod Ricard. The company hired a new CEO of North America in 2020, Ann Mukherjee, who by her admittance was an unlikely choice for the top job at a company that sell germany phone number list s alcohol.
In an interview with Fast Company, she revealed a difficult relationship with alcohol, having been assaulted by an inebriated man, and dealing with her mother’s death which was caused by a drunk driver.
While many C-suite leaders may be reluctant to share such personal details, Mukherjee’s experiences informed one of her first initiatives as CEO: a campaign (launched on Valentine’s Day) about consent for Absolut Vodka, one of Pernod Ricard’s flagship brands.
This campaign connects to Pernod’s sustainability CSR strategy as it ties into the value of the brand and highlights responsibility as one of their commitments under their ‘Responsible Hosting’ pillar - to fight alcohol misuse and promote responsible drinking.
You can find out more about ‘Influencing Change through Digital Channels: with Drinkaware’.