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Responsible drinking
Responsible drinking – driving global change
As a responsible business, we want to change the way people drink – for the better. This is why we promote responsible drinking and invest in education programmes to discourage the harmful use of alcohol.
Overview
Our commitment to promoting positive drinking is a core pillar of our ‘Society 2030: 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 brands have been part of people’s celebrations for generations. We make them with pride – and they are made to be enjoyed responsibly.
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 such as binge drinking.
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.
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.
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 is our mandatory minimum marketing standard which goes beyond what is required by law for alcohol marketing. It governs how we, and anyone we work with, must operate, it applies across all our markets, and it guides every aspect of our marketing activities.
Our ‘Society 2030: Spirit of Progress’ targets
- Champion health literacy and tackle harm through DRINKiQ in every market where we live, work, source and sell
- 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
- Leverage Diageo marketing and innovation to make moderation the norm – reaching 1 billion people with dedicated responsible drinking messaging
Want to know more?
Society 2030
in action
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