Alcohol Policy

Industry-wide standards and sensible regulation create an important framework to encourage responsible drinking.

The alcohol industry is already one of the most highly regulated in the world. As a responsible business, Diageo supports policies that are evidence-based, account for drinking patterns, target at risk groups, treat all forms of alcohol equally, and involve all stakeholders.

That is why, in addition to arguing for effective industry-wide standards in responsible marketing and selling, providing helpful information for consumers, and supporting effective programmes to tackle alcohol misuse, we publicly advocate that governments should adopt a minimum legal purchasing age of not less than 18, and a maximum blood alcohol concentration (BAC) level for drivers of no more than 0.08mg. We also support lower BACs for novice and commercial drivers, high-visibility enforcement of drink driving laws, and alcohol interlocks (that is, breathalysers to stop a car from starting if the driver's blood alcohol level is above a certain limit) for high BAC and repeat drink drivers.

Endorsed by all member states in May 2010, the WHO's Global Strategy to Reduce the Harmful Use of Alcohol presents a menu of policy options and interventions to address alcohol misuse at a national level. This strategy is becoming even more important as countries seek to reduce non-communicable diseases (NCDs), for which alcohol misuse is one of several risk factors.

In May 2013, the UN adopted a Global Monitoring Framework with a target of reducing mortality from NCDs, including heart disease, cancer, chronic respiratory disease and diabetes, by 25% by 2025. One of many associated targets was the reduction of harmful alcohol consumption by 10%, a goal Diageo shares: every responsible drinking programme we support, every partnership we forge, and every campaign we run is in service of this. We support the balanced and pragmatic approach addressed by the WHO Global Alcohol Strategy and the UN's NCD framework, and seek to work with member states and other stakeholders to achieve these goals.

Social aspects organisations

Over the years, we have helped establish many social aspects organisations (SAOs). These are organisations that tackle alcohol misuse and promote responsible drinking. We have worked with SAOs to develop codes of responsible marketing and to raise awareness about responsible drinking.


Diageo's memberships of SAOs and trade associations that run responsible drinking initiatives

SAO Location Website
DrinkWise Australia
Educ'alcool Canada
Beer Selling Industry Cambodia
La Asociación Gremial Chilena de Empresas de Bebidas Espirituosas Pro Consumo Responsible (APROCOR) Chile
GODA Denmark
Entreprise & Prévention France
International Alliance for Responsible Drinking Global
Hong Kong Forum for Responsible Drinking China
Hungarian Association for Responsible alcohol consumption (HAFRAC) Hungary
DrinkAware Ireland
Fundación de Investigaciones Sociales A.C. (FISAC) Mexico
STIVA The Netherlands
Cheers New Zealand
Romanian Forum for Responsible Drinking Romania
Industry Association for Responsible Alcohol Use (ARA) South Africa
Fundación Alcohol y Sociedad (FAS) Spain
Taiwan Beverage Alcohol Forum (TBAF) Taiwan
Thai Foundation for Responsible Drinking (TFRD) Thailand
The Portman Group United Kingdom
Foundation for Advancing Alcohol Responsibility United States
Vietnam Association for Responsible Drinking (VARD) Vietnam
Trade association Location Website
Bulgarian Spirits Association (APITSD) Bulgaria
Czech Spirits Association (UVDL) Czech Republic
PPS Poland
Anebe Portugal
Korea Alcohol Research Foundation South Korea
Distilled Spirits Council of the US United States
Reducing alcohol-related harm: 'Drink Right', Jamaica

11 August 2015

We're working with consumers, retailers, and government to reduce the harm caused by irresponsible drinking with plans to widen our engagement footprint with teachers and parents in FY15.READ MORE...