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Alcohol in Society

As the world's leading premium drinks company, creating a positive role for alcohol in society is our highest priority and fundamental to our long term business interests.

We appreciate that responsible drinking is a valued and enjoyable part of life for most people who choose to drink. However, we recognise that some consumers cause harm to themselves and others when they drink irresponsibly. This is not good for them, for society, or for our reputation; and we seek to do our part, working with others, to address this problem. We focus on three areas:

  • Communicating about alcohol responsibly and promoting rigorous company and industry-wide marketing standards
  • Tackling alcohol misuse by supporting effective programmes with a variety of partners, which seek to raise awareness and change attitudes and behaviour
  • Advocating effective, evidence-based policy which is culturally sensitive and does not result in unintended consequences.

Working with others

We believe that efforts to reduce the misuse of alcohol are likely to be most effective when government, civil society, individuals and families, work together with the beverage alcohol industry.

To that end, Diageo is one of 13 leading global producers of beer, wine, and spirits taking action on commitments launched in October 2012 to reduce harmful drinking. These commitments build on long-standing efforts by the industry, and provide a coordinated response to support member states in implementing the World Health Organization’s global strategy to reduce the harmful use of alcohol The Global Beer, Wine and Spirits Producers' Commitments will be implemented over five years from 2013, and cover the following five areas:

  • Reducing underage drinking
  • Strengthening and expanding marketing codes of practice
  • Providing consumer information and responsible product innovation
  • Reducing drinking and driving
  • Enlisting the support of retailers to reduce harmful drinking.

The 1st year Progress Report, issued in July 2014, was based on key performance indicators developed by Accenture Sustainability Services and assured by KPMG Sustainability, and can be found here: http://epublishbyus.com/commitments_2013_progress_report_ebook/10037612

For the more information on our approach to Alcohol in Society see our 2013 Sustainability & Responsibility Report

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Diageo Marketing Code Download file
01 Jul 2012

As the world’s leading premium drinks company, Diageo is aware of the positive, and sometimes negative role alcohol can play in the lives of individuals and in society. For us, world class marketing... READ MORE...

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