Promote positive drinking

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 10-year action plan, ‘Society 2030: Spirit of Progress’, we are committed to educating 10 million young people, parents 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.

Beginning as a theatre-based experience in 2005, we are now reaching even more people than ever before with our digital version, SMASHED Online.


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, and a parents’ guide.


As part of our ambition to reach a greater number of young people, we developed SMASHED Online. This work was accelerated in response to Covid-19 and the closure of many schools. Launched in 2021 in Great Britain, Northern Ireland, India, Australia and Mexico, we are continuing to develop additional localised versions for other markets.

SMASHED Online offers creative and memorable sessions, and has been developed in consultation with young people.

“We’re really proud to have supported SMASHED for the last 15 years and the online launch is fantastic. SMASHED is a key part of our commitment to alcohol in society and this e-learning will help us to support schools, teachers and students on a critical topic.” - Dayalan Nayager Managing Director Great Britain, Ireland, France - Diageo

Our ‘Society 2030: Spirit of Progress’ targets

  • Scale up our SMASHED partnership, and educate 10 million young people, parents, and teachers on the dangers of underage drinking