Pernod Ricard has launched a campaign in the US to focus public attention on irresponsible alcohol consumption.

The spirits and wine company said on Friday (31 August) that it aims to tackle alcohol issues such as drunk driving, underage consumption and binge drinking by urging individuals in the country to "accept responsibility".

The campaign, which involves online, national press and magazine advertising as well as the launch of a website, uses the tagline "Drunk driving doesn't start with a drink. It starts with an excuse".

Pernod Ricard USA president and CEO Alain Barbet said: "Although the vast majority of adult Americans who drink do so in moderation, and the incidence of underage drinking is declining, we have an obligation to fight against irresponsible consumption. Our new responsibility campaign focuses on recognising and overcoming enabling excuses so we can act responsibly."

The website, www.acceptresponsibility.org, features content on the causes of self-deception, its typical effects and how to recognise and overcome it. Also present are links to agencies and organisations such as the National Clearinghouse for Alcohol and Drug Information, Distilled Spirits Industry Council and Mothers Against Drunk Driving.

Barbet added: "We intend to continue funding efforts to promote responsibility in coming fiscal years. All of us - marketers, consumers and parents - must accept responsibility for tackling these issues."