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Corby Spirit & Wine teams up with public transport in Toronto this New Year's

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Pernod Ricard's Canadian affiliate is set to once again cover the cost of travel on Toronto's public transport system on New Year's Eve.

Pernod Ricard is Corby Spirit & Wines largest shareholder

Pernod Ricard is Corby Spirit & Wine's largest shareholder

Corby Spirit & Wine has partnered with the Toronto Transit Commission for the past seven years. The arrangement offers consumers in Toronto free travel on the commission's streetcars, buses and subway system from 7pm on 31 December to 7am on 1 January.

Financial details were not disclosed.

The company uses the partnership to promote responsible drinking activations and messages via a dedicated website. A competition is also hosted on the site, offering one year's free travel on the TTC to ten winners.

"New Years' Eve is one of the most celebrated nights of the year and we want to do our part in helping people get home safe," said Corby CEO Patrick O'Driscoll. "For the last seven years, we've provided over 1.2m rides to Torontonians, keeping our streets safe on one of the biggest party nights on the calendar.

"We could not be more proud of this partnership and its results keeping people from driving when they have been drinking."

As well as handling Pernod's brands in Canada, Corby is also a brand owner, counting JP Wiser's Canadian whiskey, Lamb's rum and Polar Ice vodka. Pernod is the company's controlling shareholder with a 46% stake.

Corporate Social Responsibility activations around the world - The IARD Digest - November 2019


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