Sustainability andResponsibility

Sustainability and responsibility (S&R) initiatives are an important part of how we connect with our communities, partner with our customers and support our employees.

JP Wiser’s 15 Years Old bottle

Through our partnership with Pernod Ricard, we’re able to leverage the global best practices, expertise and resources of the organization’s S&R programs to enhance the positive impact of our own activities. We’ve formalized our S&R program and aligned ourselves with Pernod Ricard’s global Good Times from a Good Place platform under four collective passions:

Valuing people

Efforts to help people in our industry and communities, as well as our internal people practices (see People and culture and Diversity and inclusion)

Responsible hosting

Combatting alcohol misuse and promoting societal health and well-being through responsible drinking programs and our commitment to responsible marketing and consumer information

Circular making

Minimizing waste at every step by producing and distributing our products and experiences in ways that optimize and help preserve natural resources

Nurturing terroir

Nurturing every terroir and its biodiversity, and responding to the challenges of climate change, to ensure quality ingredients now and for generations to come

Each of these pillars is linked to two of the United Nations’ Sustainable Development Goals, thereby ensuring our business is aligned with the world’s to-do list to end poverty, reduce inequalities and tackle climate change.

All proceeds from A Toast from Coast to Coast went to the Bartenders Benevolent Fund and the Canadian Professional Bartenders Association

Our top priority in fiscal 2021 was COVID-19 pandemic relief; most notably, doing what we could to support hospitality and foodservice workers affected by pandemic restrictions. In December 2020, we donated $100,000 to the Bartenders Benevolent Fund to help service industry professionals in need during what is traditionally the highlight of the hospitality calendar. This was on top of an earlier $100,000 donation made to the Fund in partnership with another industry player.

We were also very proud of our Brand Engagement and Advocacy Team (Corby BEAT), who worked with prominent bartenders from across Canada to create a coffee-table book of more than 100 cocktail recipes and stories from Canadian bars and restaurants. All proceeds from the sales of A Toast from Coast to Coast went to the Bartenders Benevolent Fund and the Canadian Professional Bartenders Association.

We donated $100,000 to the Bartenders Benevolent Fund to help service industry professionals in need during what is traditionally the highlight of the hospitality calendar.

With the pandemic preventing us from volunteering in our communities during the 2021 Responsib’All Day – our annual day of promoting sustainability and responsibility – we participated instead in Pernod Ricard’s The Good Challenge. Working in small teams, employees around the world were asked to use their creativity to come up with ideas on how to make an impact in terms of sustainability and responsibility. The winning submission from North America was a proposal to transform spent grain from whisky production into building materials such as bricks or pavers. Representatives from the Grain Farmers of Ontario and The Trash Collective participated as regional judges.