Diageo Announces Industry-Leading Sustainability and Responsibility Targets

Case study

2020 Targets logo

Diageo has announced new sustainability and responsibility targets, to be achieved by 2020, in three core areas – leadership in alcohol in society; building thriving communities; and reducing environmental impact.

The 2020 targets include:

  • Reach 1 million adults with training materials that will enable them to champion responsible drinking.
  • Strengthen established programmes that focus on water, sanitation and skills development
  • Source 80% of raw materials locally in Africa
  • Return 100% of waste water back to the environment safely and replenishing the water used in final products back to the environment, specifically back into water stressed areas
  • Reduce absolute greenhouse gas emissions from direct operations by 50%, and achieve a 30% reduction along the total supply chain
  • Reduce total packaging by 15%, while increasing recycled content to 45% and making 100% of packaging recyclable

Redefining and delivering these sustainability goals is an integral part of Diageo’s long term business strategy and the targets focus on the areas of greatest material impact to Diageo’s business.

Using comprehensive evaluation of the material impact its programmes have on people’s lives, Diageo will strengthen and expand its established programmes which focus on providing safe drinking water and sanitation (Water for Life), skills development particularly in the retail hospitality sector (Learning for Life) and women’s empowerment (Plan W).

F1 drivers join the pact

Former Formula One driver and Johnnie Walker Global Responsible Drinking ambassador Mikka Hakkinen, Formula One drivers Jenson Button and Kevin Magnusson pictured at the launch of the Johnnie Walker Responsible Drinking campaign in December 2014, which will run in 60 countries.

barley farmers


Approximately 6,000 smallholder farmers in Ethiopia have taken part in our barley project, run in conjunction with the Ethiopian Agricultural Transformation Agency, Oromia Bureau of Agriculture, and Technoserve.

women carrying water


Our pan-African Water of Life programme has brought safe drinking water to around 10 million people since its launch in 2006.

“I am extremely proud of Diageo’s track record in social and environmental responsibility, including creating a positive role for alcohol in society. We know there is much more to do as we respond to the changing world around us. Our targets are stretching and ambitious. We are determined to focus our resources and creativity to really make a difference - and we are committing to better understand and report on the efficacy of our programmes, to achieve the greatest positive impact.”

Ivan Menezes
Ivan Menezes

Chief Executive

Diageo has also appointed David Croft to the role of Global Sustainable Development Director. Assuming the role on 1 February 2015, David will be responsible for Diageo’s overall sustainability strategy. David is currently the Director of Quality and Technical at the UK retailer, Waitrose, where he is responsible for the quality and sustainability of Waitrose products and their supply chains. David also heads the Waitrose Foundation and its multimillion pound development programme in Africa.

Read more information on Diageo’s new 2020 Sustainability and Responsibility targets.