Back to listing

Diageo Latin America and Caribbean

Diageo Latin America and Caribbean (LAC) is the region’s largest premium spirits business, with a vibrant local and international spirits portfolio.

Alcohol in society

Alcohol in society

We want our consumers to enjoy alcohol responsibly as part of a balanced lifestyle at celebrations large or small. We help them do this by providing advice and tips on safe consumption, creating informative labels and building awareness around alcohol through a range of campaigns and initiatives.

Our initiatives

  • Actuando Mejor in Mexico aims to improve the way alcohol is sold and consumed and has reached more than 118 million people.
  • #HojeNãoDirijo (#TodayI’mNotDriving) in Brazil encourages people to not drink and drive and has donated £2 million in free taxi rides home in the last five years.
  • The No pases un mal trago (avoid a bad experience) campaign in Venezuela aims to reduce underage drinking by promoting ID requests at retailers.

Our results so far

  • We reached over 43,000 people in Venezuela during the second half of 2016 and first half of 2017 through our bar academy, DRINKiQ and local brand events and campaigns.
  • In 2017 we delivered training to police officers in 114 cities in 19 states across Mexico to help prevent alcohol-related car accidents.
  • The Conduce sin alcohol (Drive without alcohol) programme in Mexico has donated over 800 breathalysers and trained 1,500 police and government officials since launch.

La Bomba

La Bomba, conciencia is an innovative programme we run in Peru. Aimed at students from 10 to 14 years old, it uses performing arts and interactive workshops to inform and prevent the consumption of alcohol at an early age. To date, it has reached 40 educational institutions, more than 6,000 school children and trained 114 teachers. This programme is run in partnership with the Ministry of Education of Peru and has been recognized as best practice in the prevention of the consumption of alcohol in minors.

Next section: sustainable development 

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

Be a great host this year with Diageo’s ‘Good Host Guide’
Sari Brecher, Culture & Partnership Director, USA

How using virtual reality helps to communicate the importance of drinking responsibly