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Diageo Europe

Diageo Europe is the leading premium drinks business in Europe and one of the continent’s best-performing consumer goods companies.

Alcohol in society

Alcohol in society

We know that for those adults who choose to drink, drinking alcohol in moderation can be part of a balanced lifestyle. We are proud of our commitment, over many decades, to encouraging people to enjoy alcohol safely and to helping tackle irresponsible and underage drinking.

Our initiatives

  • In the last three years, we’ve invested almost £5 million in three key areas: underage drinking, drink driving, and excessive or binge drinking.
  • Last year we supported 85 separate programmes in more than 20 countries across Europe.
  • Our newly refreshed website DRINKiQ.com provides enhanced information and handy tools to help people make more informed choices about alcohol.

Our results so far

  • Nearly 3 million students educated in the risks of drinking too much.
  • Almost 15,000 student midwives trained to give pregnant women advice about the risk of drinking in pregnancy.
  • Close to 110,000 people across Europe signed up to Johnnie Walker’s Join the Pact to never drink and drive.
  • Nearly half a million visitors to DRINKiQ.com, which is available in eight different European languages.

Innovation: An information revolution

We believe in providing people with the information they need to make informed choices. That’s why we are proud to be the first leading drinks company to implement a comprehensive labelling system, the Diageo Consumer Information Standard (DCIS), which will provide alcohol content and nutritional information, including calories, per serve on all of our products.

We developed the DCIS based on feedback from more than 1,500 consumers around the world, including North America, Great Britain, Mexico and Spain. The new labels are designed to help people understand what’s in their glass, and underline our commitment to providing people with the information they need to make decisions about drinking as part of a balanced lifestyle.

Next section: Sustainable development

Still fom the Smashed Online campaign video showing a laptop screen with the Smashed logo.

What is Smashed Online?

Smirnoff launches ‘Getaway Cars’ to raise awareness of responsible drinking campaign

Diageo’s Ollie Palmer and his team crowned winners of the Talisker Atlantic Challenge 2019