Diageo Mexico

Diageo is the leading premium spirits company in Mexico and employs around 1,300 people who work in the local sites and offices.

We want to ensure that our brands are enjoyed responsibly and that consumers can make informed decisions when consuming alcohol. We have a proactive role to play and we do this through different programmes that prevent and discourage the harmful use of alcohol.

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.


Alcohol awareness at San Marcos

The National San Marcos Fair in the state of Aguascalientes is one of the country’s largest cultural and entertainment events, with over 8.5 million people taking part each year.

As part of the 2018 fair, Diageo signed an agreement with the state’s health and safety ministries, along with the CONADIC, to prevent underage drinking, binge drinking and drink driving.

As well as signing the pact to prevent alcohol related car accidents, during the fair 15 universities and over 240 convenience stores were trained with DRINKiQ sessions, police officers were trained and breathalyzers were donated and #ActPositive communications were activated at fair premises and convenience stores.