Responsible Drinking

We want to change the way people drink for the better, by engaging, educating and empowering consumers to make informed choices about drinking.

Overview

Our commitment to promoting positive drinking is a core pillar of our Spirit of Progress action plan. Around the world, we reach audiences with messages that aim to change attitudes, whether it’s highlighting the harm of underage drinking or binge drinking, warning of the dangers of drink driving, or using our brands to highlight the importance of moderation and responsible drinking. Our aim is to provide world class information through DRINKiQ so people can make fully informed choices.

How we promote positive drinking

DRINKiQ

The right information empowers consumers to make the right choices and DRINKiQ is one of the most important tools we have in promoting moderation and addressing the harmful use of alcohol.

Visit the DRINKiQ website What's your DRINKiQ

Tackling underage drinking

We have a long track record of campaigns and programmes to tackle underage drinking, and we are committed to educating 10 million young people, parents and teachers on the dangers of underage drinking by 2030.
Smashed is an award winning programme developed by Collingwood Learning. It aims to educate young people on the dangers of underage drinking. We are very proud sponsors of this programme which is delivered through live performances and online.

View the Smashed online website

Changing attitudes to drink driving

For decades, we have been addressing drink driving through a range of interventions. We're committed to promoting changes in attitudes towards drink driving, reaching 5 million people by 2030.
Together with United Nations Institute for Training and Research (UNITAR) we have launched our interactive learning experience, 'Wrong Side of the Road', allowing people to have a conversation with a drink driver, to understand the effects of alcohol, and the shame and stigma that come with drink driving.

Sober vs Drink Driving is a digital gaming experience helping to shift a players’ mindset around drink driving through a series of mini-games based on five driving skills; control, reaction, awareness, braking and attention. By creating a compelling and thought-provoking game we want to motivate and empower players to grow their confidence by making smarter drinking and safer driving choices.

View The Wrong Side of the Road Experience Play the Sober vs Drink Driving game here

Promoting moderation

We have a strong track record of ensuring our brands depict and encourage only responsible drinking and our marketing teams continue to promote moderation in new and creative ways. The Diageo Marketing Code sets a minimum standard for responsible marketing and represents a cornerstone of our corporate culture and the way we do business. It governs how we, and anyone we work with, must operate, applies across all our markets, and guides every aspect of our marketing activities.

Our Spirit of Progress targets

Scale up our SMASHED partnership, and educate 10 million young people, parents, and teachers on the dangers of underage drinking
Extend our UNITAR partnership and promote changes in attitudes to drink driving reaching 5 million people

We know our responsibility is to educate consumers of times when consumption of alcohol is not ever appropriate, and to provide clear and transparent health information about the impacts of consuming alcohol. We have made excellent progress:

Championing health literacy and tackle harm through DRINKiQ in every market where we live, work, source and sell
Leveraging Diageo marketing and innovation to make moderation the norm - reaching 1 billion people with dedicated responsible drinking messages.

We continue to embed these crucial programmes into the rhythm of daily business. Our educational programmes are targeted at areas we believe we can have the biggest reach and impact. We are therefore increasing our focus on tackling underage drinking and changing attitudes on the dangers of drink driving.

Find out about our Spirit of Progress targets and performance

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Champion Inclusion & Diversity

Our ambition is to create the most inclusive and diverse environment that ensures all our people thrive, supported by market leading policies and practises; whilst also removing barriers and having a positive impact on our partners, suppliers and communities.

Diversity, equity and inclusion

Pioneer grain-to-glass sustainability

Our ambition is to build a resilient supply chain that helps our communities to adapt climate change, protects our licence to operate and benefits the bottom line of our business.

Grain-to-glass sustainability