Diageo collaborates with global influencers to promote positive drinking experiences this festive season

As part of our mission to inspire people to drink better, not more, we’re launching a new global campaign to celebrate the positive role alcohol can play in festive celebrations.


For centuries, alcohol has been an established part of how many people around the world choose to celebrate. Whether it’s sharing a special drink with friends, or raising a toast to family, we are committed to providing people with the information they need to make positive and responsible choices about alcohol, particularly at this time of year.

That’s why over the next few months, we’re kick starting a global conversation about the positive role alcohol can play in festive celebrations. Working in partnership with social media influencers, our brand ambassadors from around the world and many of our 30,000 employees, we want to continue to inspire people to enjoy alcohol in moderation this festive period.

Tanqueray and Tonic No Ten perfect serve

Look out for top tips for hosting on New Year's Eve, such as pre-mixing drinks for guests using standard drinks measures

From UK blogger Kate La Vie and the ‘balanced chef’ Ian Haste, US lifestyle Instagrammers Steven Onoja and Caitlyn Warakomski, to our brand ambassadors from around the world, all of the influencers involved in our campaign share our passion for celebrating life and most importantly, enjoying alcohol as part of a balanced lifestyle. We know that for many of our consumers, moderation is becoming increasingly aspirational and by partnering with influencers who share these values, we will continue to inspire others to drink better, not more. 

From the perfect three course dinner party, with lower alcohol cocktail pairings, to top tips for a balanced New Year’s Eve in New York, all our collaborators will give an insight into how they plan to enjoy alcohol responsibly this New Year. By sharing their New Year’s Eve stories with their thousands of followers, our influencers will inspire consumers to make responsible choices about alcohol and encourage them to share their own views on how they plan to ‘Drink Positive’ this festive season.

Influencers will share their top tips for a balanced New Year's Eve celebration,

Top tips for a balanced New Year's Eve celebration include festive food and drink pairings

“I’m thrilled to join the conversation about the positive role alcohol can play during festive celebrations. For me, it’s really important to provide people with practical advice about drinking responsibly, but in a way that feels inspiring and achievable. This year I’ll be reminding people to put quality over quantity, by serving drinks prepared ahead of time, using standard drink measures, alongside my Rum Punch recipe featuring Zacapa 23 Rum. I can’t wait to see how other people are planning to drink better, not more, this New Year”

Lauren Mote
Lauren Mote

Global Cocktailian, Diageo

“This festive season we’ve set ourselves the mission of insipiring our consumers to enjoy alcohol responsibily. We are working with trusted voices to share positive messages about how you can still have a great festive celebration, while enjoying alcohol in moderation. By inspiring people around the world to drink positively, we’re giving them a reason to start a conversation about responsible drinking which we believe will have a wider, positive impact”

Carolyn Panzer
Carolyn Panzer

Global Director of Alcohol in Society, Diageo