At Corby, we prioritize responsible hosting as a fundamental aspect of our commitment to promoting safe and enjoyable experiences for our consumers. We understand that our role extends beyond providing quality products; it encompasses fostering a culture of responsible drinking and ensuring the well-being of our guests. Through our initiatives, we aim to empower our brand homes and hospitality partners to create environments that encourage moderation and responsible consumption, reinforcing our dedication to community health and safety.
| Key Targets: | Pernod Ricard Performance Target | Pernod Ricard Performance in FY23 |
| Maintain 100% of our employees trained through the MOOC on alcohol and responsible drinking (every year) | 94% | -100% |
| Train 100% of sales staff and brand ambassadors to the responsible sale of alcohol (2025) | 19% | 100% |
| Feature a digital label on all Pernod Ricard products informing consumers on product contents, potential health risks, and how to enjoy them responsibly | 41% | 100% |
| Contribute to at least one global or local responsible drinking initiative to fight alcohol misuse in all Group markets | 94% | 100% |
| Train bartenders on all aspects of S&R through the Group’s ‘Bar World of Tomorrow’ program | 12,310 | 10,000 |
As part of our dedication to educate bartenders on responsible serving, Pernod Ricard created the Bar World of Tomorrow (BWOT) in 2020. BWOT started out as an online training course, aligned with the UN SDGs, focusing on four key areas: ingredients, service, bar and staff. Since then, BWOT has evolved into a training program aimed to create and engage with a community seeking a wider positive impact. In Toronto, Corby has partnered with the Toronto Institute of Bartending to host sustainable bartending events in which hands-on presentations/workshops range from themes of sustainable bitters to fermentation techniques. All events are catered to discussing responsible serving of alcoholic beverages, waste management, and community engagement.
Aligned with our goal of safe and responsible consumption, for the ninth year, Corby partnered with the Toronto Transit Commission (TTC) to provide free, safe rides for all Torontonians on New Year’s Eve. From December 31st 7 p.m., all TTC streetcars, buses and subways are free of charge until 8 a.m. on January 1st. To date, Corby Safe Rides has provided more than 1.8 million free rides to people celebrating New Year’s Eve. This targeted preventive action has become an effective way of reminding people that drinking and driving should never be an option, allowing us to achieve real change in order to create a more convivial world today, tomorrow and for generations to come.