In December 2015, we announced that we were extending our Corby Safe Rides partnership with the Toronto Transit Commission (TTC) for another three years, right up to 2019. Launched in 2013, the partnership provides Torontonians with free TTC rides on New Year’s Eve, in support of responsible consumption and safe transportation options on one of the busiest social nights of the year.
New to the campaign in 2015, we encouraged the public to take a pledge not to drink and drive. Those who joined in this commitment were entered in a contest for the chance to win a year of free TTC passes. Riders could take the pledge with their smartphones by using the Shazam app to scan specially marked #CorbySafeRides posters appearing in buses and streetcars, or on token boxes attached to bottles of J.P. Wiser’s whisky, Polar Ice vodka and Kahlúa liqueur available at 65 LCBO stores across the GTA. More than 6,700 people took us up on the pledge. The 11,000 complimentary tokens attached to bottles provided free, safe rides to Torontonians over the holiday season.
The initiative helped more than 254,000 people get to and from their New Year’s Eve events safely. It also generated more than 20 million impressions through blog/media posts and broadcast items.
We launched #ModerationMonday on our new corporate Twitter and Instagram pages in celebration of responsible drinking. #ModerationMonday aims to educate people about alcohol consumption and dispel commonly held myths. With our first post, we showed how a standard drink of spirits, wine or beer has the same amount of alcohol, which is a key point under Canada’s Low-Risk Alcohol Drinking Guidelines.
On June 2, Corby and Hiram Walker & Sons employees volunteered at communities across Canada, working together to support and enhance the neighbourhoods where they live and work. The events were part of our sixth annual Responsib’All Day, in which Corby people join Pernod Ricard employees around the world to act as front-line ambassadors for four CSR commitments: promoting responsible drinking, empowering employees, protecting our planet and developing our communities.
Head office staff in Toronto spent Responsib’All Day at Waterfront Neighbourhood Centre, a community centre supporting thousands of local individuals, families, at-risk youth and seniors. We helped Waterfront Neighbourhood Centre with improvements to its gathering spaces – this included renovating the outdoor courtyard, building waterfront furniture, working in community food gardens and completing painting projects.
Hiram Walker employees spent the day in Ford City painting fences and alleyways, cleaning up a parkette and planting a garden to help revitalize a once-vibrant neighbourhood in Windsor.
Similar Responsib’All Day events took place in Halifax, Saint John, Charlottetown, St. John’s, Montréal, Winnipeg, Regina, Calgary, Edmonton and Vancouver, with employees taking part in initiatives to help improve green spaces, community centres and public parks in their respective regions.
Corby’s employees are passionate, dedicated individuals, in both their professional and personal lives. In fiscal 2016, we introduced a new policy that gives employees paid time off to volunteer on projects in their local neighbourhoods throughout the year. We’re also planning to hold quarterly community events, with each one focused on a specific part of our CSR platform. As a company with a long-standing and vibrant history in Canada, we believe it just makes sense to give back to the very communities where we are so deeply rooted.
The Corby-managed Hiram Walker & Sons plant invested in new equipment to extract up to 80% of excess corn oil (or fat) from the distilling process, so that it can be sold as feedstock for biodiesel production. Biodiesel producers mix the corn oil with conventional diesel to produce a safer, biodegradable and cleaner-burning fuel that’s used in diesel engines. Production began in fiscal 2016 and three truckloads of extracted oil were shipped by year-end.
Our brands are finding innovative ways to help save our planet, too. In fiscal 2016, Absolut challenged Toronto artisans to find a second life for used Absolut bottles. The artisanal pieces they created were both stunning and unexpected. See for yourself on the Absolut Canada website.