CEOs of leading beer, wine and spirits producers to develop new responsible marketing standards for digital channels

Meeting of CEOs of 11 leading alcohol companies, including Diageo, leads to commitment to build on recent success with new responsible marketing standards for digital channels


Ivan Menezes talking with a group

This week, the CEOs of the leading beer, wine and spirits producers, including Diageo, met in Copenhagen and announced their further commitment to develop, in collaboration with others, new robust responsible marketing standards for digital channels that represent best-practice in this rapidly-changing field.

Information technology is changing our world faster than at any time in history and the explosion of digital channels has transformed the way in which people understand and interact with brands. Although the major alcohol producers have achieved significant progress in strengthening and expanding marketing codes of practice, digital media presents evolving opportunities to use improved consumer insights, better data and technology for responsible marketing.

Ivan Menezes, who has taken over as the Chair of the International Alliance for Responsible Drinking (IARD) CEO Group, said, "Diageo and the other members of IARD are setting the highest standards of responsibility for the alcohol industry. Today we announced a new commitment to harness our marketing expertise and work in partnership with others to apply new tools, technology and data to our digital marketing and ensure it is responsibly targeting adult consumers."