Promoting positive drinking in challenging times
Case study 07 AUG 2020
A social media post promoting responsible drinking in Mexico
We've been working to promote positive drinking and reduce alcohol-related harm for decades. We were determined to make sure our longstanding work continued through the challenges of Covid-19 – including by making the most of digital resources to promote moderation and tackle harmful use of alcohol as people around the world adapted to spending more time at home.
Responsible drinking at home
Our flagship DRINKiQ programme, which had launched an online quiz to educate consumers in responsible drinking over the festive period from November 2019 to January 2020, drew on the quiz again in our campaign on responsible drinking at home during lockdown. Over both campaigns, more than 80,000 consumers completed the quiz, which was available in 28 countries and in 18 languages.
Our Virtual Good Host Guide, launched in May 2020, helped hosts to plan great online celebrations, including reminding people to measure their pour when making drinks. At the same time, local campaigns such as our 'double down' initiative in Mexico saw brands including Buchanan’s, Johnnie Walker, Black & White, Don Julio, Smirnoff and Captain Morgan promote positive drinking through their digital reach.
Supporting hospitality industry recovery
While we've been quick to respond to the needs of consumers during the Covid-19 response, we're also committed to helping the hospitality industry recover as soon as possible. In June 2020 we announced our 'Raising the Bar' programme – a $100 million recovery fund to support pubs and bars as they welcome customers back following the Covid-19 pandemic. The two-year programme supports jobs and businesses around the world as the hospitality sector – so important to communities, and to our business –opens its doors once more.