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Diageo delivers a responsible drinking message to football fans in Scotland

Feature

This week saw some of Glasgow’s top landmarks - Buchanan Street and Hampden Park Stadium - illuminated to highlight Diageo’s Drink Positive responsible drinking message to football fans ahead of the William Hill Scottish Cup Final.

The move is part of a campaign run in partnership between the Scottish Football Association and Diageo Scotland, which aims to reach one million fans with a responsible drinking message.

Using the William Hill Scottish Cup as a platform, the campaign encourages fans, coaches and players to be aware of the effects alcohol has on the body and to encourage moderate drinking as part of a balanced lifestyle.

Commenting on the initiative, Dayalan Nayager, Managing Director for Diageo GB, Ireland & France, said

“We want people to really understand the effects of excessive drinking and to encourage them to drink in moderation. 

“Football has the power to reach and connect people across the country, and for our voice to be heard within this group is massive. Working with the Scottish FA has allowed us to harness that power and use this opportunity to help positively transform the way people think about and drink alcohol in Scotland.”

Helping to light up the city, Paul Hartley, who as a player won trophies with both Hearts and Celtic, teamed up with two of Diageo’s employees and Drink Positive ambassadors Scott Hernon and Doug Gill.

Paul said: “Football plays an integral role in communities across Scotland so we have a collective responsibility to use our platform to put a spotlight on the dangers of excessive drinking.

“Using my own knowledge and experience, coupled with the Drink Positive information, I hope to encourage football fans in Scotland to lead a balanced lifestyle and help spread the responsible drinking message.”

Since launching in September last year ahead of the first round Scottish Cup matches, fans and football clubs across the country have been targeted with media messaging and engagement to raise their awareness of the harmful effects of alcohol misuse through www.DRINKiQ.com.

Diageo’s 3,000 employees in Scotland have also been engaged as part of the campaign, to build on the work they already do as responsible drinking ambassadors, taking the Drink Positive campaign message to friends and family across the country.