TORONTO, May 22, 2014 /CNW/ - Corby Spirit and Wine
Limited (TSX: CSW.A, TSX: CSW.B) today announced details of a
sponsorship program that will support golf tournaments across
Canada that are hosted by Corby's
national and regional on-premise partners. As part of the
partnership, Corby will manage a 'responsible drinking hole' which
will provide an opportunity to raise the awareness amongst its
on-premise partners about Corby's approach to responsible drinking
and share responsible drinking tips and information with
individuals participating in the tournaments.
The announcement is part of the fourth annual Responsib'All Day,
where Corby and its majority shareholder Pernod Ricard stop
business for the day to promote responsible drinking with its
employees around the world. Responsib'All Day provides an
opportunity to highlight yearlong Corby and Pernod Ricard
initiatives and share the five key 'Global Action' commitments
undertaken by the spirit and wine industry.
The five 'Global Action' commitments include:
- Reducing under-age drinking
- Strengthening and expanding marketing codes of practice
- Providing consumer information and developing responsible
product innovation
- Reducing drinking and driving
- Enlisting the support of retailers to reduce harmful
drinking
"Today's sponsorship announcement is part of our ongoing
commitment to share Corby's approach to responsible consumption
with our on-premise partners," said Patrick
O'Driscoll, President and CEO, Corby
Spirit and Wine. "Last year's partnership with the TTC
supported the fourth 'Global Action' commitment of reducing
drinking and driving and this year we are proud to support the
fifth commitment by working with our employees and some of the most
influential on-premise partners in Canada to educate Canadians across the country
about drinking responsibly."
In addition to the sponsorship announcement, Corby will also
launch a new innovative solution to promote responsible drinking
through its partnership with Alcohoot, the world's first smartphone
breathalyzer. Alcohoot gives drinkers an accurate smartphone
breathalyzer that enables users to easily track their blood alcohol
levels and supports their decision to enjoy alcohol responsibly. As
part of Responsib'All Day, Corby will provide the device to each of
its employees and showcase it to on-premise partners across
Canada at the golf tournaments
throughout the summer. This is the first collaboration between a
spirit and wine company and a breathalyzer company and will
encourage people to enjoy alcohol in moderation, become smarter
drinkers and enhance their drinking experiences.
"We are so excited to be partnering with Corby to provide a tool
that engages smart drinkers who aspire to stay within their
personal limits," said Lisa
Willey-Knierim, CEO, Alcohoot. "Alcohoot allows for greater
enjoyment while empowering users to remain in control whenever and
wherever they are enjoying a drink."
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 19,000 employees in 80 subsidiaries
around the world the leading ambassadors of the Group's
commitments. During this day. when the Group's activity stops all
around the world, a multitude of local initiatives and events allow
employees to talk directly with customers, distributors and
consumers about the 5 commitments made by the 13 signatories in the
wine, spirits, and beer industry, since October 2012 during the ICAP* International
Conference on Global Actions.
To mark Responsib'All Day, Pernod Ricard has launched 'Wise
Drinking" a free mobile application to educate consumers about
responsible drinking. Thanks to this new application, which is
available in 37 languages on iPhone and Android, users are able to
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.
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. Corby was named one of the 50 Best Workplaces in
Canada by The Great Place to Work®
Institute Canada for the last three years in a row. 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
Image with caption: "Corby employees join together spelling the
word "FORE" to mark the fourth annual Responsib'All Day and a new
golf sponsorship to promote responsible drinking. (CNW Group/Corby
Spirit and Wine Communications)". Image available at:
http://photos.newswire.ca/images/download/20140522_C9528_PHOTO_EN_40645.jpg