Commitment details

Information about the commitment

Submission number 1350312989870-1560
Submission date
  • 15-Oct-2012
Owner of the commitment Moët Hennessy
Name of the organisation's representative in the forum Noélie GENEVEY
Name of the affiliated Umbrella Organisation or Federation WIM - Wine in Moderation, CEPS- the European Spirits Organisation, CEEV - Comité Européen des Entreprises Vin.
Title of the commitment Moët Hennessy Training on Responsible Consumption
Commitment summary
As a socially responsible company, Moët Hennessy has always been committed to Responsible Consumption. In 2012, we are renewing this commitment by launching an educational campaign designed for our employees promoting appropriate behaviours regarding alcohol consumption.

This educational campaign is based on our "Moët Hennessy Commitment for Responsible Consumption". This commitment, which is presented by MH's CEO, Christophe Navarre, in a video clip played during the training, highlights in particular 3 key areas:
1.Moët Hennessy products, which are high quality products with a strong cultural, historical and gastronomical footprint, are to be consumed and enjoyed in moderation, according to the Art of Tasting.
2. Moreover, after enjoying our products and before driving, each person must test their blood alcohol level by using the available breathalyzers. If the legal threshold is excedeed one should not drive.
3. Lastly, at Moët Hennessy, we propose our products to our employees, our guests, our visitors, but they are never required to consume them.

Based on these principles, we have put together an in-person training designed for the 6,000 employees of Moët Hennessy accross the world.

In each session of 2 or 4 hours depending on the audience, 2 trainers from Moët Hennessy will deliver a presentation on responsible consumption, highlighting what the Art of Tasting is, raising awareness about the dangers of an inappropriate consumption (in particular drink driving) and paving the way for daily responsible behaviours. The aim of this training is to make all our employees around the world ambassadors of the Art of Tasting towards our consumers, in order to further spread the message of responsible consumption.

The training will be available in 9 languages. Questionnaires evaluating the training will be filled in by trainees and trainers which will allow us to assess its content and propose new areas for next Moët Hennessy actions. Moët Hennessy top management has been trained before the campaign started.

In order to follow up on this, a self training module in 9 languages will allow employees to train about responsible consumption. An Intranet website dedicated to responsible consumption (in French and English) will also allow our employees to inform each other about responsible consumption actions and exchange best practices. Finally, an autodiagnosis will be made available for those wanting to privately assess their alcohol consumption.
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment

Contact Point

Contact name Noélie GENEVEY
Organisation Moët Hennessy
Title/Position Public Affairs Manager
Address
Avenue de la Grande Armée 65
75782 Paris Cedex 16
France
Tel 33158976843
Fax
Email ngenevey@lvmh.fr
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) Moët Hennessy has always been and remains committed to Responsible Consumption. We hold a very special position in the alcohol beverage industry. We are extremely marked by our association with the LVMH group. With a very select portfolio of prestigious products, we are the leading producer and exporter of champagne and cognac, products that represent the French Art de Vivre. We are very attached to a certain culture of wine and gastronomy.

Given the historical, cultural and gastronomical heritage of our products, we always advocate a way of drinking our products that it responsible and coherent. The Art of Tasting is our culture. We firmly believe that Moët Hennessy products are best appreciated by savoring them.

Our objective is to preserve this special identity notably by raising the awareness of our consumers with regard to the best ways to appreciate our products.
Priority areas
  • Develop information and education programmes on the effect of harmful drinking
  • Develop information and education programmes on responsible patterns of consumption
Baseline Before the starting date of the commitment, the Maisons and Regions in Moët Hennessy were carrying their own trainings towards MH employees. Although there were valuable actions, they were not coordinated. We felt it was necessary to reinforce the Moët Hennessy message on responsible consumption and make it easy-to-spread, in line with our DNA, closer to tradition, culture, gastronomy. Our objective is to make our employees Ambassadors of this message, internally and externally. MH is the leading Ambassador of Wine in Moderation AISBL. We took inspiration in the messages conveyed by this association which promotes moderation and Art de Vivre to develop the messages in our training. As a reminder, in the context of the Alcohol and Health Forum, Moët Hennessy had submitted in the past a commitment designed to inform General Practitioners on the dangers for pregnant women to drink alcohol. We continue to raise employees' awareness on this issue in the context of the training.
Start date Jun-2012
End date Aug-2013
Expected interim date
  • 28-Jan-2013
Final report date
  • 15-Oct-2013
Member states
  • Austria
  • Belgium
  • Czech Republic
  • Germany
  • Denmark
  • Spain
  • Finland
  • France
  • Ireland
  • Italy
  • Netherlands
  • Netherlands
  • Sweden
  • United Kingdom
Other concerned countries

Commercial communication

Target
Tool
Description

Consumer information

Target
Tool
Description

Counseling

Target
Tool
Description

Education

Target
  • Staff / professionals/policy makers
Tool
  • Education campaigns
  • Information leaflets
  • web sites
Description Our educational campaign is divided in several steps. First of all, our employees will be required to attend an in-person training of 2 or 4 hours depending on their activity. It is a mandatory programme taking place during working hours, designed for all people in the company (including permanent and temporary workers, interns, apprentices...). At the end of the training session, trainees are asked to endorse the Moët Hennessy Commitment for Responsible Consumption, which principles are highlighted in a section above. As a complement, all employees can complete the 30-minutes self-learning module (which will be available in 9 languages), ending with a 10 questions test. Finally, all employees will be invited to connect regularly to our Responsible Consumption Intranet website, which notably gives information on our activities promoting the Art of Tasting, safe behaviours regarding alcohol consumption.

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?)

Input indicators

Number of people involved
Time spent (Man/hours)
Cost (please indicate in €)
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • Internal evaluators
Type of methodology
  • Questionnaire

Details about the monitoring report

Title of the commitment
Moët Hennessy Training on Responsible Consumption
Name of the Forum member organisation owning the commitment
Moët Hennessy
Name of the Forum member organisation owning the commitment
Moët Hennessy
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
June 2012 - March 2013 (10 months)
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
GENEVEY Noélie
Public Affairs Manager
Avenue de la Grande Armée 65
75782 Paris Cedex 16 France
33 158976843

ngenevey@lvmh.fr
Commitment summary (based on summary given in original commitment form):
As a socially responsible company, Moët Hennessy has always been committed to Responsible Consumption. In 2012, we are renewing this commitment by launching an educational campaign designed for our employees promoting appropriate behaviours regarding alcohol consumption.

This educational campaign is based on our "Moët Hennessy Commitment for Responsible Consumption". This commitment, which is presented by MH's CEO, Christophe Navarre, in a video clip played during the training, highlights in particular 3 key areas:
1.Moët Hennessy products, which are high quality products with a strong cultural, historical and gastronomical footprint, are to be consumed and enjoyed in moderation, according to the Art of Tasting.
2. Moreover, after enjoying our products and before driving, each person must test their blood alcohol level by using the available breathalyzers. If the legal threshold is excedeed one should not drive.
3. Lastly, at Moët Hennessy, we propose our products to our employees, our guests, our visitors, but they are never required to consume them.

Based on these principles, we have put together an in-person training designed for the 6,000 employees of Moët Hennessy accross the world.

In each session of 2 or 4 hours depending on the audience, 2 trainers from Moët Hennessy will deliver a presentation on responsible consumption, highlighting what the Art of Tasting is, raising awareness about the dangers of an inappropriate consumption (in particular drink driving) and paving the way for daily responsible behaviours. The aim of this training is to make all our employees around the world ambassadors of the Art of Tasting towards our consumers, in order to further spread the message of responsible consumption.

The training will be available in 9 languages. Questionnaires evaluating the training will be filled in by trainees and trainers which will allow us to assess its content and propose new areas for next Moët Hennessy actions. Moët Hennessy top management has been trained before the campaign started.

In order to follow up on this, a self training module in 9 languages will allow employees to train about responsible consumption. An Intranet website dedicated to responsible consumption (in French and English) will also allow our employees to inform each other about responsible consumption actions and exchange best practices. Finally, an autodiagnosis will be made available for those wanting to privately assess their alcohol consumption.
Web site/s relating to the commitment
Description of the implementation of the commitment
The Commitment has been implemented between June 2012 and March2013. Our commitment was to train 80% of the 3200 employees of Moët Hennessy in Europe, i.e. 2560 employees. These employees are either employees of our producing Maisons or people working either on european markets or at the Moët Hennessy holding.

As presented in the Commitment, sessions of 2 or 4 hours have been deployed depending on the audience. Each training has been carried out by 2 internal representatives of Moët Hennessy, one being a Human Resources representative, the other one, either a Public Affairs or an operational representative.

In Europe the trainings took place in our producing Maisons (in Cognac, Champagne, Poland, Scotland, Spain and Bordeaux Region) and in all our markets as well as in our central teams (MH Europe and MH Central). To date we can report that 3108 employees have been trained.

The Moët Hennessy training for Responsible Consumption has been welcomed by a large majority of participants who encouraged MH to continue raising employee’s awareness on responsible consumption issues. The training will continue to cover newcomers.
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
The objective set was to train more than 80% of the MH employees working in Europe. At our intermediate check (based on January 2013 figures) we had registered that 41% of the employees had been trained, just over 50% of the goal we had set. To date, at the end of the commitment period, we are glad to report that we have trained 3108 MH employees in the EU, corresponding to 97% of the MH employees based in the EU.

Participants were actively involved in the training sessions, asking questions, collaborating with own experiences. In the 4-hour training session, a best practice exercise allows participants to express their opinions regarding what other actions could Moët Hennessy carry in the field of responsible consumption. Responses to these exercises will be put together at the end of the training sessions and best manageable options will be considered for implementation.

At the end of the training, each individual signed up to the Moët Hennessy Commitment for Responsible Consumption, recognizing that they have been trained and that they are aware of the three key points for Moët Hennessy in terms of Responsible Consumption: (1) Moët Hennessy products are of high quality, they should be tasted in moderation (2) If the legal alcohol threshold is exceeded do not drive, (3) enjoying Moët Hennessy products is suggested, never required.

Employees were also asked to answer a short questionnaire to assess whether the issues covered during the training were new to them or already well in hand, and whether or not they felt this training was useful to them. Employees could also input for the next steps, as they had to choose among 3 topics, which ones would be the most relevant to pursue awareness raising on Responsible Consumption at Moët Hennessy. These three topics were alcohol and driving, alcohol and health and alcohol and minors. It revealed that employees were more interested in the "alcohol and health" topic than by the two other proposed themes. MH will now look into what kind of follow up would be appropriate.
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
The Moët Hennessy Commitment is relevant to the aim of the European Alcohol and Health Forum because its objective was to propose to the employees of Moët Hennessy a mandatory education programme on the effect of harmful drinking and also on responsible patterns of consumption.

The training covers many subjects in the field of responsible consumption from the importance of the Art of Tasting when it comes to consuming quality wines and spirits, to the risks linked to an inappropriate consumption of alcohol. The Moët Hennessy training offers clear information on serving units, on maximum daily recommended consumption guidelines, on drink driving and on other issues such as drinking while under the influence of medicines, while being pregnant…

It was fundamental for Moët Hennessy to convey a clear and simple message to its employees all over the world that MH, as a company takes these risks seriously, sets up regular trainings for its employees and makes available for them means of information on responsible consumption.
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
Resources allocated for the implementation were:
- in-house HR and Public Affairs Teams developping the training with the support of an external agency.
- comprehensive training sessions for internal trainers + access to dedicated training kits in french and english
- time devoted by the in-house trainers to get up to speed and comfortable enough with the training
- time devoted to the training sessions themselves (by both trainers and participants)
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
We can report that 3108 MH employees in Europe have been trained regarding Responsible Consumption. They have received further to their training a copy of the Moët Hennessy Commitment for Responsible Consumption and signed a document confirming that they took part to a training covering the 3 main areas of the commitment:
1) Tasting MH products with moderation.
2) If the legal alcohol threshold is exceeded do not drive.
3) Enjoying our products is proposed, never required.

Now, the messages of the MH Commitment for Responsible Consumption are integrated within the MH Brand Ambassadors messages.
Special leaflets carrying similar messages have been developped to be distributed on our Visitors Centers and during our events.
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
In order to reply to this question, participants were asked to assess whether the training was useful for them.
In the EU, 95% of the participants have found the training to be very useful (37%) or useful (58%) only 5% found it without interest or superfluous.
Less than 1% of the participants found that the information they received was totally new. However, 27% assessed that some of the information received was new. 48% found that they were familiar with the information and 25% assess that they already have this well in hand.
We believe it was therefore crucial that MH ran this training for the 75% of those who replied not to have this information well in hand.
Medium term
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
MH has used:
- a quantitative approach: the number of employees trained,
- as well as a qualitative evaluation: employees were asked to reply to a questionnaire at the end of the training session containing questions such as "I found the training session to be very useful/useful/superfluous/without interest" and "Topics covered are totally new/some are new/Familiar/well in hand".
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
We would have liked to conduct a follow up questionnaire asking the participants, some time after the training, if following the training they had changed their way of consuming alcohol, if they had conveyed the responsible consumption message and if they now felt better equiped regarding alcohol consumption related issues. However, we have not been able to conduct this as many of the participants do not have access to a computer and a written questionnaire was too complicated to carry.We would like to do so in a future training.
Dissemination (How were the results of the commitment disseminated?)
The results of the commitment have not been disseminated at the moment, they will be in the future:
- At the occasion of MH Public Affairs or Human Resources presentations
- At the occasion of a future article in our internal magazine
- Through the drinksinitiative.eu website
- Through the EAHF commitments page
References to further information relating to the monitoring of the commitment
Further trainings will take place to train newcomers.
Attachments