Leadership in Alcohol in Society

Our 2020 targets for leadership in alcohol in society cover industry collaboration, impactful programmes and training.

We believe in celebrating life, every day, everywhere, and we want to promote a positive role for alcohol in society – a culture in which adults who choose to drink do so responsibly and in which harmful drinking is minimised.

In order to help achieve this, we market our brands responsibly, help people make informed decisions about drinking – or not drinking, and support programmes to reduce harmful drinking. Although the majority of people drink responsibly, some people misuse alcohol and we know this is a real problem for individuals, their communities and society.

Diageo is proud of the approach we have taken, over decades, to help tackle harmful drinking, from underage drinking, drink driving to excessive drinking. We take our role seriously. We always have and we always will.

Key to our approach is to work in partnership with government, society, individuals, NGOs and other companies to put in place programmes with quantifiable outcomes.

Our new targets focus on measuring and monitoring the impact of our projects. We share the goal of the World Health Organization (WHO) to reduce harmful use of alcohol by 10% by 2025. We fully support the Global Beer, Wine and Spirits Producers’ Commitments, a co-ordinated industry response to support the WHO’s Global Strategy to Reduce the Harmful Use of Alcohol. We will also continue to encourage more adults to become champions of responsible drinking.


Industry collaboration

Implement global alcohol industry commitments to expand and increase efforts on:

  • reducing underage drinking
  • strengthening and expanding marketing codes of practice
  • providing consumer information and responsible product innovation
  • reducing drink driving
  • enlisting the support of retailers to reduce harmful drinking.

Impactful programmes

Going beyond industry commitments, we will work in partnerships to support programmes to address harmful drinking in our top 20 countries. We will evaluate these initiatives for efficacy and impact and report on the results.



Reach 1 million adults with training materials that will enable them to champion responsible drinking.