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18 DEC 2017

18 DEC 2017 Press release

Press release

Diageo influener collaboration inspires positive drinking experiences this festive season

New campaign aims to encourage people to drink better, not more this festive period.

London 18th December: Today, Diageo unveils a new campaign to kick start a global conversation about the positive role that alcohol can play in festive celebrations around the world.

The collaboration, with social media stars such as UK vlogger Kate La Vie and the ‘balanced chef’ Ian Haste and US lifestyle Instagrammers Steven Onoja and Caitlyn Warakomski is part of Diageo’s renewed mission to encourage people around the world to ‘Drink Positive’. These influencers will be joined in the campaign by Diageo’s global brand ambassadors and previous winners of World Class bartender competition. In celebrating the positive role alcohol can play in celebrations, when enjoyed in moderation, the campaign will inspire people to drink better, not more.                                                                                                                            

Each influencer shares Diageo’s passion for celebrating life and enjoying alcohol responsibly, as part of a balanced lifestyle. From Ian Haste’s perfect three course dinner party, with recommended cocktail pairings, to Steven Onoja’s top tips for the ultimate balanced New Year’s Eve in New York, each influencer will share how they plan to enjoy alcohol responsibly this festive period, with the intention of inspiring consumers to do the same.

This is the first time Diageo has collaborated with social influencers on a project of this kind and many of Diageo’s 30,000 employees will also be joining the conversation. Activating simultaneously in UK and US markets for New Year and in Singapore ahead of Chinese New Year, this campaign is one of a number of responsible drinking initiatives introduced this year by Diageo. These include the DRINKiQ e-learning tool which launched in March and guides to the ultimate balanced night out in Sydney, London and Barcelona, in partnership with Time Out.                                                                                                                     

Carolyn Panzer, Director of Alcohol and Society, Diageo said:We know that for many of our consumers, moderation is becoming increasingly aspirational. In partnering with influencers as well as our ambassadors, who share these values, we can encourage people to drink better, not more. By inspiring both our consumers and employees around the world to ‘Drink Positive’, we’re giving them a reason to start a conversation about responsible drinking that we believe will have real impact this festive period.”  

Lauren Mote, Diageo’s Global Cocktalian commented:
 “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.”

Influencer content will appear across social media channels with#DrinkPositive #NYE from the 18th December.


For further information please contact:

Teneo Blue Rubicon

020 7260 7200




07834 807 890

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at Visit Diageo’s global responsible drinking resource,, for information, initiatives, and ways to share best practice.

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