We appreciate that responsible drinking is a valued and enjoyable part of celebrations in everyday 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.
Diageo takes great care to only market our brands responsibly to adults. We support programmes, practices and policies that address issues related to the misuse of alcohol including drink driving, underage drinking, and excessive consumption of alcohol. We encourage our consumers to make responsible decisions about drinking – or not drinking – and we expect the same from our employees worldwide.
We offer all employees our DRINKiQ training course and encourage them to be ambassadors for responsible drinking.
We also aim to provide consumers with the information they need to make responsible choices regarding alcohol. One such effort is DRINKiQ.com. Launched in 2008, DRINKiQ.com is a global initiative, with an additional 18 national websites in 8 languages,aimed at raising awareness and sharing information with others interested in reducing the harm caused by alcohol misuse. It also houses nutritional, allergen and alcohol content information for all of our wholly owned Diageo brands.
Diageo focuses on three areas where we believe our contribution has the most impact:
- Set high company and industry standards in responsible marketing and provide useful information to consumers about our brands.
- Implement initiatives designed to raise awareness and work with others to seek to change attitudes and behaviour to minimise alcohol misuse.
- Promote effective and targeted alcohol policies and foster balanced debate and stakeholder dialogue at the global, regional and country levels.
For the more information on our specific targets that we have set for ourselves across these categories, check out our Sustainability & Responsibility Report.