French alcoholic beverage firm Pernod Ricard has announced it is no longer associated with bullfighting clubs.

Animal protection groups including People for the Ethical Treatment of Animals (PETA) France and PETA US have urged the company to end its collaboration with the clubs, as the groups believe these clubs support cruel blood sport.

The groups have urged Pernod Ricard to end its association with the bullfighting clubs, as each year thousands of bulls in bullrings around the world are slaughtered.

As part of this initiative, the Pernod Ricard group has announced it will be ending all financial support of the Paul Ricard Union of Bullfighting Clubs. It committed that it will not support a cruel blood sport.

Paul Ricard Union of Bullfighting Clubs is one of the largest bullfighting organisations in the world with a total of 400 bullfighting clubs and 16,000 members throughout France.

PETA International Programmes director Mimi Bekhechi said: “This cruel industry has been dealt a final blow by one of its leading financial supporters, showing that the days of bullfighting in France are numbered.

“By ending its funding, Pernod Ricard is sending a strong message to its customers all over the world, who are opposed now more than ever to these bloody spectacles.”

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Last April, Pernod Ricard announced its sustainable packaging plans to switch to 100% recyclable, compostable, reusable or bio-based packaging by 2025.

The company has said it will ban all promotional items made from single-use plastic by 2025. The beverage producer will also help boost recycling rates in its top ten largest markets with low recycling rates and pilot five new circular wine and spirit distribution methods by 2030.