Do lots of drinking and not much driving

Corby poster on a TTC subway train, Toronto, Ontario

In many cities it has become a practice for New Year's Eve public transit service to be sponsored by a company. Alcohol companies have often been the firms to sponsor this service. This is a bit of enlightened self interest. Drinking and driving is a huge issue in Canada, and companies that sell alcoholic beverages must assume some responsibility for how their products are used.

Corby Spirit and Wine is the Canadian importer and distributor of a number of well-known brands such as Absolut vodka, Jacob's Creek wines, Lamb's Rum, and Weiser's whisky.

While I think this is a great thing for Corby to do, I wonder what the firm gets out of it. The vast majority of consumers have no idea which firm distribute the brands they drink. And even worse, they really don't care.

So if the consumers don't care who Corby is, why would Coby pay raise its profile?