Promote positive drinking

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

Spirit of progress

Our commitment to positive
drinking

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.

DRINKiQ

Our DRINKiQ programme aims to raise the 'collective DRINKiQ', increasing public awareness of the effects of alcohol, supporting positive drinking and tackling the harmful use of alcohol.

Information is a critical component of empowering consumers to make responsible choices – and DRINKiQ is one of our most important tools in promoting moderation and addressing harmful drinking. DRINKiQ is a dedicated responsible drinking online platform that provides facts about alcohol, the effects of drinking on the body and the mind, and the impact of harmful drinking on individuals and society.

DRINKiQ aims to inspire consumers to take action – inviting them to drink better, not more and to shape a long-term positive change in their attitudes to alcohol. We use tools to frame people’s relationship with alcohol and empower them to achieve a balanced lifestyle.

One key element is the drinking self-assessment tool, which aligns with the WHO’s AUDIT tool. ‘AUDIT’ stands for Alcohol Use Disorders Identification Test, which can help determine whether someone is at risk of problem drinking.

Take the DRINKiQ quiz

Tackling

underage drinking

Underage drinking is never acceptable, and we have a long track record of initiatives to tackle the consumption of alcohol by young people.

As part of our Spirit of Progress action plan, we are committed to educating 10 million young people, partners and teachers on the dangers of underage drinking by 2030. A key part of this approach is scaling up SMASHED, an award-winning alcohol education programme.

Smashed Project

Smashed Live

Developed by Collingwood Learning and sponsored by Diageo, this inspiring live theatre experience is presented by professional actors and tours schools, accompanied by interactive workshops for students, resources for teachers.

Watch How the Smashed Project is Tackling Underage Drinking

Smashed Online

SMASHED began in 2005 as a live theatre production and has since been enhanced to enable online learning as well as live performances. To make the programme as successful as possible the performance can be tailored to specific countries using local actors and cultural references.

Changing attitudes to drink driving

To help us achieve our Spirit of Progress goal of changing the attitudes of 5 million people towards drink driving, we are proud to work with our peers and partners. For decades, we have been addressing drink driving through a range of interventions, working with police, local authorities and other agencies that support the enforcement of drink drive laws.

WRONG SIDE OF THE ROAD

Wrong Side of the Road

We launched 'Wrong Side of the Road' in partnership with UNITAR (United Nations Institute for Training and Research). Together with UNITAR we are supporting the second UN Decade of Action for Road Safety.

As part of this we launched a interactive learning experience to help people understand the consequences of drink driving on individuals and communities. ‘Wrong Side of the Road’ allows people to have a conversation with a drink driver to help them understand the effects of alcohol, and the shame and stigma that come with drink driving.

LEARNING EXPERIENCE

Sober vs 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 choice

PLAY THE GAME

The Magic of
Moderate Drinking

Moderation encompasses a range of behaviours and choices. It is not only about choosing not to drink; it’s about making sensible choices when you do drink. We want moderation to be aspirational and by challenging outdated perceptions, we are showing how you can have a great celebration while drinking responsibly. Check out our simple, yet effective tips on how to moderate:

01.

Stay hydrated and drink water

Space out your alcoholic drinks with glasses of water.

02.

Choose a non-alcoholic option

Enjoy a non-alcoholic version! Whether you’re choosing not to drink or mixing it up by switching between alcoholic and non-alcoholic drinks, there are amazing non-alcoholic options available. Did you know ‘zebra striping’ is the new trend for switching between alcoholic and non-alcoholic drinks?

03.

Perfect your pours

Don’t forget to use a jigger so you can keep track of the amount of alcohol in each serve.

04.

Pause for food

Elevate your celebration with flavourful food. Great food not only enhances your drinks but also slows alcohol absorption.

The Magic of Moderate Drinking

Our responsible drinking campaign encourages people to rethink how they are drinking and to adopt a moderate approach. From drinking water, pausing for food, or choosing a non-alcoholic drink, there are many ways you can choose to drink better and enjoy every moment of every occasion.

Our promoting positive drinking

targets

10 million

young people, parents and teachers educated on the dangers of underage drinking through our SMASHED partnership

5 million

experiences promoting changes in attitude to drink driving delivered

1 billion

people already reached with dedicated responsible drinking messages

DRINKiQ

our platform to promote healthy drinking literacy and tackle harm

We continue to embed these crucial programmes into the rhythm of daily business. Our 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. We are also championing health literacy and tackling harm through DRINKiQ.