DRINKiQ - keeping responsible drinking moving with the traffic police in Thailand

Case study

Our global DRINKiQ resource is designed to support people everywhere in making responsible choices about drinking (or not drinking) – and to help them help others do the same.

In Thailand, our Diageo Moet Hennessy business is finding innovative ways to get DRINKiQ's message on the road – by working with the traffic police. The Thai Traffic Police asked Diageo to come along to their annual meeting of police volunteers in 2014 to educate them on alcohol issues and train them to advocate responsibility within their community, as part of a longstanding partnership with the traffic police that aims to educate the public on responsible drinking.

Diageo Moet Hennessy Thailand is also working with students, addressing the American Chamber of Commerce Career Camp on the responsible use of alcohol, as well as people working in the hospitality sector - including teaming up with the Hilton hotel to provide DRINKiQ training to over 800. This year, the Diageo Bar Academy Team reached more than 4,000 waiters and waitresses in Bangkok with training that included DRINKiQ messages.

Thailand Police reading DrinkIQ booklet