5 Industry Commitments for Responsible Consumption
In 2012, at the International Center for Alcohol Policies (ICAP) Conference, Pernod Ricard 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
We believe we have a responsibility to make consumers aware of the benefits of drinking responsibly and the risks associated with excess alcohol consumption, and Corby is dedicated to making a positive impact on these 5 commitments through various internal and external initiatives.
Corby Safe Rides
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.
Since the program’s inception, Corby has provided approximately 1.2 million free TTC rides on New Year’s Eve, and transit ridership on this night has increased by 18%.
In 2018, the partnership was expanded even further when Jameson Irish Whiskey, represented in Canada by Corby Spirit and Wine, sponsored the busy King and Queen streetcar lines in Toronto on St. Patrick’s Day. This initiative provided yet another safe ride home experience for Torontonians after a night of celebration.
Code of Commercial Communications
Our products bring people together and serve a valuable role in society. We responsibly market our products and encourage responsible consumption at all times.
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.