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France-based multinational company Pernod Ricard SA, was one of the leading wine and spirits Group in the world, owning some of the prestigious brands such as Absolut Vodka, Chivas Regal, Ricard pastis, The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Brancott Estate, Campo Viejo, and Kenwood wines. Pernod Ricard was also a pioneer in adopting sustainable business practices and CSR initiatives. The liquor giant established the 'Enterprise & Prevention' association to fight excessive consumption of alcohol and consistently carried out CSR initiatives for creating awareness about responsible alcohol consumption across the world. Besides, the company had also worked on environment protection and upliftment of the society. Since all the businesses of Pernod Ricard depended on farming products, it gave immense importance to develop and promote environmentally responsible farming practices. The company also committed itself to work for 'The Sustainable Development Goals (SDGs)' in line with its sustainability strategy. For its remarkable efforts in CSR, Vigeo Eiris, an international research and services agency ranked Pernod Ricard as the world leader in CSR performance in the beverage sector in June 2018. Further, EcoVadis, a CSR assessment company, positioned Pernod Ricard among the 3% of top global firms with the most advanced level of commitments to CSR. However, experts were apprehensive about the true spirit of the alcohol industry in their CSR efforts. Was Pernod Ricard truly altruistic in its efforts to bring about a social change?