Every year, Corby’s employees across Canada join Pernod Ricard S.A. and its 18,000 employees worldwide to celebrate Responsib'ALL Day – a global day of action devoted to encouraging responsible consumption. The first Responsib’All Day was held in 2011, with the important subject of reducing Drinking and Driving. The goal of the second event in 2012 was to raise awareness about the topic of Alcohol and Youth.
At the third annual event in 2013, dedicated to the responsible consumption of alcohol, an important partnership was announced with the Toronto Transit Commission (TTC) – North America’s third largest transit system. In a three-year agreement, Corby Spirit and Wine will pay the fare for everyone travelling on the TTC on New Year’s Eve in order to provide Torontonians with safe and responsible transportation, with the goal of increasing awareness about drinking and driving.
The announcement is in keeping with Pernod Ricard's agreement made at the 2012 International Center for Alcohol Policies (ICAP) Conference. Pernod Ricard joined with 11 leading beer, wine and spirits companies and two industry trade associations in agreeing to a five-year program, starting in 2013, built around five commitments and dedicated to reducing alcohol-related harm:
• Reducing under-age drinking
• Strengthening and expanding marketing codes of practice
• Providing consumer information and responsible product innovation
• Reducing drinking and driving
• Enlisting the support of retailers to reduce harmful drinking
In addition to these initiatives, all Corby employees involved in the promotion of our products are certified in the responsible liquor service training program, and all marketing and advertising activities that Corby implements for products in our portfolio follow our strict Code of Commercial Communication, including the message “Please enjoy our products responsibly.”
We take these messages directly to an important target audience through our relationship with Spirits Canada, the industry trade association of which Corby’s own CEO, Patrick O’Driscoll, is Chair.