Diageo is committed to making a significant and sustainable impact on creating a more positive role for alcohol in society and making real progress in cutting alcohol misuse and making responsible drinking a valued and enjoyable part of life.
Treated responsibly, alcohol is associated with enjoyment and celebration, but it is common knowledge that excessive or inappropriate consumption can cause health and social problems for individuals and society. As the world's leading premium drinks business, Diageo wants to be at the forefront of industry efforts to promote responsible drinking. Our approach is based on the following key principles:
- set world-class standards for responsible marketing and innovation
- combat alcohol misuse, working with others on initiatives to reduce alcohol-related harm
- seek to promote a shared understanding of what it means to drink responsibly.
We focus our efforts on areas where we can use Diageo resources and expertise most effectively, taking into account the expectations of consumers, commercial partners, governments and employees. Some examples of these initiatives can be viewed via the sub-menu to the left.
We also collaborate with other leading drinks companies and industry-funded organisations around the world to help remind consumers to drink responsibly at all times.
One of the ways that Diageo is promoting responsible drinking and combating misuse is through, DRINKiQ.com. DRINKiQ.com is a global resource sharing best practice tools, information and initiatives. On the site you will find an overview of Diageo's history of promoting responsible drinking and examples of a local approach to areas as drunk driving, underage drinking and the behaviour of young adults. The Around the World section contains a collection of case studies which showcase our best practice in responsible drinking initiatives. The site also has a Resource Centre and Responsibility Channel, unique tools to help users learn and share from a range of programmes from other organisations that they can adopt and replicate. There is also a section on Fact about Alcohol with information about alcohol and how it affects the body, including video of experts from around the world.