In 2012, at the International Center for Alcohol Policies (ICAP) Conference, Pernod Ricard S.A. joined with 11 leading beer, wine and spirits companies and two industry trade associations in agreeing to a five-year program built around five commitments, 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
Every year, Corby’s employees across Canada join Pernod Ricard and its 18,000 employees worldwide to celebrate Responsib'ALL Day – a global day of action devoted to encouraging responsible consumption.
The themes of these annual events are in keeping with the 5 commitments made by Pernod Ricard – a different one is the focus each year. Business is stopped for the day, and the goal of the event is to educate Corby employees on these important topics, and further raise awareness about responsible consumption through various programs, partnerships and initiatives.
On Responsib’All Day 2013, Corby signed a 3-year partnership with the TTC (Toronto Transit Commission) to sponsor everyone’s transit fare in the City of Toronto on New Year’s Eve, making sure that no one has an excuse to drink and drive.
In 2014, Corby added to this initiative by attaching 11,000 complementary tokens to bottles of J.P. Wiser’s whisky, Polar Ice vodka and Lamb’s Rum at 80 LCBO stores across the city – offering another free, safe ride to Torontonians over the 2014 holiday season.
Code of Commercial Communication
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.