Corby employees across Canada join with 18,000 employees of Pernod Ricard and its global affiliates to raise awareness about "Alcohol & Youth" and responsible consumption.
TORONTO, June 7, 2012 /CNW/ - Corby Distilleries Limited and sister company, Hiram Walker & Sons Limited, together with their employees are marking the second annual Responsib'ALL Day by taking part in a worldwide day of action dedicated to informing people about the risks associated with Alcohol and Youth and the importance of responsible consumption.
Around the world, even as overall alcohol consumption has decreased, there has been a troubling increase in young people drinking alcohol at too early an age as well as a rising trend of binge drinking among young people. As part of Responsib'ALL Day, every Corby and Hiram Walker employee has committed to becoming a Mentor who will reach out to the members of their social network to help them understand why this issue is so important.
"At Corby and Hiram Walker, we recognize that we have a responsibility," says Patrick O' Driscoll, CEO of Corby, "to spread the word about the issues associated with alcohol and youth and to act as role models - especially those of us who have children. Through education and example, all of us must do the best we can to increase the age of an individual's first drink, with the ultimate goal of having no one consume alcohol before the legal age. We must be mentors for our families and friends to help ensure that young adults, and all adults, are consuming alcohol responsibly."
To help employees meet their commitment and to follow up on mentorship training given earlier in the year, Corby and Hiram Walker offices and operations were closed for the day on June 7 and 8, 2012 respectively, to hold a series of events including presentations from outside experts designed to further inform staff about the issue of Alcohol and Youth.
In addition to briefings and seminars, prospective Mentors also received resources like the "Z-card". This specially designed reference tool is a brochure that folds down very compactly, making it easy to bring along in almost any situation. Unfolded, the Z-card provides key facts and figures and breaks down the issue of Alcohol and Youth into easy-to-explain segments, including "Imagine Smart Alternatives". With the training and tools they have received, Corby and Hiram Walker employees are well positioned to confidently address the topic of Alcohol and Youth.
Corby and Hiram Walker employees all committed both to speaking to at least two people about this issue and to tracking these conversations through their "I Did It" cards. Staff were presented with a paper "I Did It" card at the event, and subsequently can track their participation through an online version of the card. A comment section enables employees to share their mentoring experiences, making the "I Did It" card a qualitative as well as a quantitative tool. Mentorship will be tracked until December 31, 2012, and the special recognition will be given to those employees who have made an extra effort in fulfilling their Mentorship obligation.
About Corby
Corby Distilleries Limited is a leading Canadian marketer and distributor of spirits and imported wines. Based in Toronto, Ontario, Corby is traded on the Toronto Stock Exchange under the symbols CDL.A and CDL.B. Corby's portfolio of owned-brands includes some of the most renowned and respected brands in Canada, including Wiser's Canadian whiskies, Lamb's rum and Polar Ice vodka. Through our affiliation with Pernod Ricard S.A., Corby also represents leading international brands such as ABSOLUT® vodka, Chivas Regal®, The Glenlivet® and Ballantine's® scotches, Jameson® Irish whiskey, Beefeater® gin, Malibu® rum, Kahlúa® liqueur, Mumm® champagne, and Jacob's Creek® and Wyndham Estate® wines.
Please visit our website at www.corby.ca.
About Hiram Walker & Sons Limited
Established over 150 years ago, Hiram Walker & Sons Limited's tradition of blending quality ingredients, processes and highly skilled people continues at the Windsor, Ontario based production facility. Hiram Walker produces brands such as Wiser's® Canadian whiskies, Polar Ice® vodka, and Malibu® and Lamb's® rums, for Canadian distribution by its affiliate, Corby Distilleries Limited. Hiram Walker is a subsidiary of Pernod Ricard S.A., a leading global spirits and wine company.
Image with caption: "Corby Distilleries and Hiram Walker & Sons mark Responsib'ALL Day, June 7, 2012 (CNW Group/Corby Distilleries Limited)". Image available at: http://photos.newswire.ca/images/download/20120613_C8435_PHOTO_EN_15109.jpg
Amandine Robin
Manager, Communications and Organizational Development
Tel: 416-479-2492
Email: Canada.communications@pernod-ricard.com.
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