Diageo Mexico

Diageo is the leading premium spirits company in Mexico and employs around 2,000 people who work in the local sites and offices.

We want to ensure that our brands are enjoyed responsibly, and we provide consumers with the information and tools they need to make responsible choices about drinking – or not drinking. Through different programmes and local initiatives aligned with our 2030 targets, we promote moderation and responsible drinking that tackle underage drinking, drink-driving, and binge drinking.

Our initiatives

  • Through our brands we continuously share messages and create educational campaigns in Mexico that contribute to make moderation the norm and to our global target of reaching 1,000 million people with dedicated Responsible Drinking messaging.
  • DrinkIQ is our program to increase public awareness of the effects of alcohol and support responsible drinking. In 2019, we re-launched this program in Mexico with a 10-question quiz fully in Spanish to raise the 'collective drink IQ'. So far thousands of people in the country have answered our test and learned about alcohol.
  • 'Smashed’ is a global programme dedicated to preventing alcohol misuse available in Mexico since 2022 with a brand-new, redesigned online version that is now being launched through allies and partners in different schools in Jalisco, Mexico.
  • To prevent accidents caused by drink driving, in F22 we are launching ‘En Contravía’, a unique and interactive experience created by Diageo and UNITAR that allows people to have a conversation with a real drink driver to help them understand the effects of alcohol, and the shame and stigma that comes with drink driving.

Alcohol awareness at entertainment events

Every year our brands are enjoyed at different music festivals and special events in the country. Since last decade, in each of them we have committed to create different actions and activations that raise consumer awareness and encourage dialogue to help them make informed and responsible decisions about drinking, or choosing not to drink, alcohol. Successful campaigns reaching several thousands of consumers have been implemented during massive entertainment events including but not limited to the National San Marcos Fair, EDC Festival, Tropico, Formula 1 in Mexico City, and many others.