Diageo Iberia

Diageo Iberia is one of the leading drinks companies in Spain and Portugal, with a word-class portfolio of over 90 brands.

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 decade-long commitment to promoting sensible drinking habits and helping tackle underage access to alcohol.

Our initiatives

  • The Diageo Bar Academy provides professional bartenders with advice and training to help them to better understand the behaviours that underpin responsible drinking and to provide customers with better advice and service.
  • We contribute to the Not a Single Drop campaign, which raises awareness of the need to talk to minors about a zero tolerance approach to alcohol
  • Our campaigns Noc-Turnos in Spain and A noite é de todos, beba com cabeça in Portugal help educate people on the dangers of drink driving.

Our results so far

  • We have trained over 10,600 bartenders so far through the Diageo Bar Academy
  • We have directly reached over 200,000 parents and 4,400 teachers
  • Our drink driving campaigns have educated 15,000 consumers on the dangers of drinking and driving.

Innovation: An information revolution

Diageo is leading the way in Iberia by introducing new labels on a number of products, including Roe & Co and Johnnie Walker Black. The labels provide consumers with full on-label alcohol content and nutritional information, including calories content, grams of alcohol per serve and warnings on drink driving and consuming alcohol during pregnancy.

The labelling is part of the new Diageo Consumer Information Standards (DCIS) that will be included on all Diageo products. We developed the DCIS based on in-depth research of more than 1,500 consumers around the world to ensure the label designs reflected the way consumers want to receive – and can understand – information on alcohol content.

We believe that responsible and moderate drinking can be part of a balanced lifestyle. We want to provide consumers with the information, tools and resources that empower them to make informed choices about drinking or not drinking.