Responsible Consumption

We believe we have a responsibility to make consumers aware of the benefits of drinking responsibly and the risks associated with excess alcohol consumption.

5 Industry Commitments for Responsible Consumption 

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

Responsib’All Day

Every year, Corby and Hiram Walker & Sons employees across Canada join Pernod Ricard and its 19,000 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 our employees on these important topics, and further raise awareness about responsible consumption through various programs, partnerships and initiatives. 

#CorbySafeRides Program 

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 from 7:00 p.m. to 7:00 a.m., 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.