We believe that such change is more likely to occur if all interested parties – beverage alcohol companies, retailers, governments, NGOs, law enforcement organisations, public health groups, communities, educators, parents, and individuals – work together towards a common goal.
Diageo either runs or supports over 200 programmes across more than 40 markets. We aim to implement programmes that show the highest potential for impact whether through training (responsible serving), changing policy (legal purchase age, drink driving regulation), raising awareness or enforcement (age verification) or directly addressing attitudes (drink driving, excessive consumption). For more information on our approach and programmes see DRINKiQ.com.
We also participate actively in The Global Actions on Harmful Drinking -- a consortium of initiatives resulting from a collective commitment by the chief executives of major international beverage alcohol producers. The programme aims to make a meaningful contribution to address the harmful use of alcohol by 2012, with an emphasis on low- and middle-income countries. For more information please visit www.global-actions.org.
Our markets are hugely diverse and, as history has shown, there is not a ‘one-size-fits-all’ solution to reduce harmful drinking. That is why we tailor our programmes to local issues and needs of our consumers, customers and other stakeholders.