Diageo Mexico

Our initiatives

• Established in 2011, our Actuando Mejor programme aims to improve the ways in which alcohol is sold and consumed in Mexico. It has reached millions of people through campaigns, training and law enforcement to reduce underage drinking, binge drinking and drink driving.
• We helped to prevent alcohol-related car accidents through the Conduce sin alcohol or ‘don’t drink & drive’ Federal programme. We did this by donating breathalysers and training over 1,500 police and government officials in 114 cities in 21 States.

Our results so far

• In 2016 we signed an agreement with the National Commission Against Addictions (CONADIC) to strengthen efforts to prevent underage drinking and promote the responsible sale of alcohol.
• The same year, we partnered with the United Nations Institute for Training and Research (UNITAR), CONADIC and the Mexico City government to share best practices on road safety in the region and reduce drink driving.
• We also support brand-led responsible drinking campaigns such as the Johnnie Walker Join The Pact campaign.

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