Diageo Mexico

We are committed to promoting moderation and responsible drinking with world-class information through DRINKiQ so that our consumers can make fully informed decisions and drink in an intelligent way. We constantly launch awareness campaigns that seek to change attitudes and behaviors, highlighting the harm caused by underage drinking, or the danger of drinking and driving.

Through our SMASHED program, which seeks to prevent underage drinking, we have impacted more than 350,000 students in Mexico.

We have raised awareness among young people in 38 countries about the dangers of underage drinking, reaffirming our commitment to education and prevention.

We proactively promote responsible consumption. We prohibit any kind of alcohol consumption in four situations:

1. No underage drinking: not even a “little taste”.
2. No alcohol for pregnant women
3. No alcohol if you are taking medications
4. No drinking and driving: Never combine alcohol with driving

Leading inclusion and diversity is at the heart of what we do and is crucial to our purpose of celebrating life, every day, everywhere which is why:

We have 50% of women in leadership positions in Latin America.

At Diageo Mexico, we are part of the 100 best companies in Mexico in attracting and retaining talent. We are also part of Leader LGBT+ Workplace Inclusion.

Through our program “Hablemos de Emprendedoras”, we have promoted the development of more than 4,000 women entrepreneurs in 111 of 125 municipalities in Jalisco, México.

We have offered integral training in hospitality industry, retail, and entrepreneurship through our program “Learning for Life (L4L)” with the objective of improving employability and living conditions. In our 2023 fiscal year, the program reached 31,600 people in 19 countries.

We deliver a robust range of courses, both online and in-person, designed for bar owners, managers, bartenders, and service staff through our Diageo Bar Academy (DBA) program. The academy provides training and education on cocktail trends, and new exciting drinks, and provides access to a global network of experts and bartenders. DBA has the objective to elevate the skills and knowledge of hospitality professionals around the world.

These efforts reflect our dedication to creating an inclusive and diverse environment, both within our organization and in the communities where we operate.

We are pioneers in sustainability from grain to glass. We have a robust action plan, Spirit of Progress that we are executing to help create a more sustainable world, focusing on two areas: water and carbon.

We want to build a resilient supply chain that helps our communities adapt to climate change, protecting our license to operate and benefit our results.

Our goal is to have the best sustainable water management by reducing our water consumption by 40% by 2030 in our facilities and operations; and to replenish more water than we use in our distilleries by 2026.

We are participating in collective action in the Santiago/Lerma basin in Mexico to preserve and protect water supplies and reduce water stress. The initiative called ‘Charco Bendito’ is a partnership of many food and beverage companies.