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.