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

#CorbySafeRides Program

Since 2013, Corby has partnered 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. The TTC is North America’s third largest transit system.

New Year’s Eve is one of the most celebrated nights of the year, which is why Corby has ensured that transit on busses, streetcars and subways is completely free from 7:00 p.m. to 7:00 a.m. so that everyone can have a safe ride to and from their festivities.

Last year, over 100,000 Torontonians rode safely on the TTC on New Year’s Eve.

In 2017, Corby is adding to this initiative by attaching over 24,000 complimentary TTC tokens to bottles of J.P. Wiser’s whisky, Polar Ice vodka, and Lamb’s rum at LCBO stores across the city – offering another free, safe ride to Torontonians over the holiday season.

The goal of this initiative is to encourage Canadians not to drink and drive – not only over the holidays, but all year round.

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.