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.
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 10th year, Corby and J.P. Wiser’s partnered with the Toronto Transit Commission (TTC) and Calgary Transit to provide free, safe rides for all Torontonians and Calgarians on New Year’s Eve. To date, Corby Safe Rides has provided more than three 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.