Alcohol has been a common source of pleasure for centuries and plays a traditional role in ceremonies and family celebrations in many societies. We are proud that so many people choose Diageo brands for simple enjoyment or to accompany great times in their lives. We all know that most consumers drink responsibly, but a minority misuse alcohol and cause harm to themselves and to society.
The misuse of alcohol is a complex issue involving physiological, psychological, social and cultural factors. Most experts acknowledge that to reduce it requires multiple approaches including effective, enforced regulation, information campaigns and individual interventions.
The good news is that long-term integrated programmes can change attitudes and behaviour. For example, our experience with 'designated driver' campaigns is that they can lead to widespread acceptance of the practice and potentially reduce road accidents.
Many participants in the debate - legislators, educators, NGOs, medics, parents, individuals, drinks companies, the wider hospitality industry and the media - have a role to play in reaching what must be a common objective. We believe our own contribution is most powerful in the following three strategic areas:
- Products and Practices
Set world-class standards in our industry for responsible marketing and provide consumers with information about our brands
- Programmes
Working either directly or in partnership with others, run programmes that raise awareness and seek to change attitudes and behaviour
- Policy and Partnerships
Advocate and facilitate the development of evidence-based public policy on alcohol