Diageo in 2008 – DRINKiQ launch informs decision making around alcohol

On 17 December 2017, Diageo turns 20 years old. To celebrate this milestone Diageo is looking back over 20 years of its history and highlighting memorable moments since it was formed back in December 1997. In 2008, Diageo launched DRINKiQ, an online resource to arm individuals with the tools needed to make informed choices about drinking.


2008 marked the launch of DRINKiQ, which was closely followed by DRINKiQ.com – Diageo’s global consumer website designed to encourage people to enjoy alcohol in moderation and to reduce harmful drinking. The website is available in 12 languages and on 25 country sites. In 2015 its training courses reached more than 37,000 people, including hospitality industry trainers, students, traffic police, bus drivers, members of the lifestyle media and professional sports clubs.

Diageo has a proud heritage of striving to ensure people have positive experiences with alcohol. We are dedicated to reducing alcohol-related harm and providing consumers with the information and tools they need to make informed choices about drinking, or not drinking.

Three men reading DRINKiQ materials

As part of DRINKiQ, Diageo also developed specific modules for women, drivers and bartenders. The impact of the courses are constantly measured and evaluated to ensure they continue to raise awareness of key facts about drinking and that participants are confident about sharing this knowledge with colleagues and friends.

DRINKiQ is part of Diageo’s wider approach to meet its 2020 targets to reach one million adults with training materials that will enable them to champion responsible drinking.