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​Cool Drinker campaign reaches 300,000 students in South Korea

​Our Cool Drinker campaign uses role models and social media to enhance students’ understanding of alcohol and firmly establish a responsible drinking culture on campus.

Feature

Korean students at Diageo program event

Launched in South Korea in 2009, the Cool Drinker programme is the country’s first industry-led responsible drinking campaign developed for university students.

Each year, the innovative programme recruits up to 50 Cool Drinker ambassadors to reinforce the importance of responsible drinking among their peers through educational programs and events on campuses.

This year’s campaign reached over 300,000 students across South Korea, using peer role models and social media to encourage widespread sharing of our five rules for responsible drinking, which include drinking more water and never passing the glass around.

Visit the Cool Drinker official Facebook page to find out more about the campaign.