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Corby celebrates Responsib'All Day by getting employees moving in support of responsible drinking


Corby Spirit and Wine plans fifth annual day of responsible drinking education for employees, public

TORONTO, June 11, 2015 /CNW/ - Corby Spirit and Wine Limited (TSX: CSW.A, TSX: CSW.B) employees will be taking to Canadian streets today for a series of five-kilometre walks and activities to raise awareness about responsible drinking. The events are part of the fifth annual Responsib'All Day which sees Corby, and its majority shareholder Pernod Ricard, stop business for the day to encourage responsible consumption with its employees around the world.

Corby's Responsib'All Day events will be taking place in 13 cities across the country (Halifax, Saint John, Charlottetown, St. John's, Montreal, Toronto, Windsor, Winnipeg, Regina, Saskatoon, Calgary, Edmonton and Vancouver) and give employees the chance to talk directly with customers, distributors and consumers.

During this year's event, all employees will walk five kilometres in support of the five 'Global Action' commitments made by the 13 other signatories in the wine, spirits, and beer industry during the ICAP – now IARD – International Conference in 2012. The five commitments are:

     1.     Reducing under-age drinking
     2.     Strengthening and expanding marketing codes of practice
     3.     Providing consumer information and developing responsible product innovation
     4.     Reducing drinking and driving
     5.     Enlisting the support of retailers to reduce harmful drinking

Employees will be joined for the day by industry professionals such as representatives from Spirits Canada, Arrive Alive Drive Sober, Advertising Standards Canada, Drinks Ontario and the LCBO. All steps taken in the different cities will be tracked by Pernod Ricard with a global goal promoting a healthy and active lifestyle and collectively walking 40,000 kilometres – the circumference of the Earth.

"As a spirits and wine company we are passionate about our products, but we are equally passionate about Corby products being consumed responsibly," said Amandine Robin, Director of Communications, Public Relations & CSR, Corby Spirit and Wine. "Responsib'All Day offers the opportunity to educate our employees and our communities about the benefits of drinking responsibly and the risks associated with excess alcohol consumption in an engaging way."

Each Corby employee will aim to spread the message of responsible consumption to at least one other person and will document their progress on social media with the hashtag #WeAreResponsibALL. This includes handing out brochures to the public on safe alcohol consumption, as well as Toronto Transit Commission (TTC) tokens to promote the #CorbySafeRides program in Toronto, in which Corby sponsors free TTC rides on New Year's Eve.


To mark Responsib'All Day, a new version of the "Wise Drinking" app will be launched by the organization. Wise Drinking is a free mobile application, operated by Pernod Ricard, to educate consumers about responsible drinking and is available in 33 languages on iPhone and Android. Users can calculate the number of units of alcohol they consume in real time. The application takes into account the type of drinks consumed (wine, spirits or other), their volume, as well as the user's gender and weight. This breakdown enables users to track their consumption over a given period of up to four weeks. With a geo-localization system, the application adapts itself to applicable local law and then informs the consumer of the nearest suitable means of transport. The newly added function to the app is a quiz that allows consumers to test their knowledge about responsible consumption.

About Responsib'All Day

Responsib'All Day is the culmination of Pernod Ricard's actions to promote responsible drinking. This event is based on an original idea: to make Pernod Ricard's 18,000 employees in 85 subsidiaries around the world the leading ambassadors of the Group's commitments. Pernod Ricard has made education about responsible drinking the core of its CSR approach. The Group believes that it is through raising awareness of the risks and through active education that responsible long-term consumer behaviour can be achieved.

About Corby Spirit and Wine

Corby Spirit and Wine Limited is a leading Canadian marketer and distributor of spirits and imported wines. Corby's portfolio of owned-brands includes some of the most renowned brands in Canada, including Wiser's®, Lot 40®, and Pike Creek® Canadian whiskies as well as Lamb's® rum, Polar Ice® vodka and McGuinness® and Criollo® liqueurs. Through its affiliation with Pernod Ricard S.A., a global leader in the spirits and wine industry, Corby also represents leading international brands such as ABSOLUT® vodka, Chivas Regal®, The Glenlivet® and Ballantine's® Scotch whiskies, Jameson® Irish whiskey, Beefeater® gin, Malibu® rum, Kahlúa® liqueur, Mumm® champagne, and Jacob's Creek®, Wyndham Estate®, Stoneleigh®, Campo Viejo® and Graffigna® wines. In 2015, Corby was named one of the 50 Best Workplaces in Canada by The Great Place to Work® Institute Canada for the fourth consecutive year, and was also listed among Greater Toronto's Top 100 Employers. Corby is a publicly traded company based in Toronto, Ontario, and listed on the Toronto Stock Exchange under the trading symbols CSW.A and CSW.B. For further information, please visit our website or follow us on LinkedIn.

SOURCE Corby Spirit and Wine Communications

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