​Alcohol policy

We believe that industry-wide standards and sensible regulation create an important framework to encourage responsible drinking.

Mika Hakkinen Signing

Our approach

The alcohol industry is already one of the most highly regulated in the world. As a responsible business, we support policies that are evidence-based, account for drinking patterns, target at-risk groups, treat all forms of alcohol equally, and involve all stakeholders.

We publicly advocate that governments should adopt a minimum legal purchasing age of not less than 18 and a maximum blood alcohol concentration (BAC) level for drivers of no more than 0.08mg.

We also support lower BAC levels for novice and commercial drivers, high-visibility enforcement of drink driving laws, and alcohol interlocks – breathalysers to stop a car from starting if the driver's blood alcohol level is above a certain limit – for high BAC and repeat drink drivers.

In addition we:

  • advocate effective industry-wide standards in responsible marketing and selling
  • provide helpful information for consumers
  • support effective programmes to tackle alcohol misuse.

Shared goals

The WHO's global strategy to reduce the harmful use of alcohol presents a menu of policy options and interventions to address alcohol misuse at a national level. This strategy is becoming even more important as countries seek to reduce non-communicable diseases (NCDs), for which alcohol misuse is one of several risk factors.

In May 2013, the UN adopted a Global Monitoring Framework with a target of reducing mortality from NCDs – including heart disease, cancer, chronic respiratory disease, and diabetes – by 25% by 2025. One of many associated targets was the reduction of harmful alcohol consumption by 10%.

This is a goal we share and that is embedded in every responsible drinking programme we support, every partnership we forge and every campaign we run. We support the balanced and pragmatic approach addressed by the WHO Global Alcohol Strategy and the UN's NCD framework and we work with member states and other stakeholders where we can to achieve these goals.

Social aspects organisations

Over the years, we've helped establish many social aspects organisations (SAOs). These are organisations that tackle alcohol misuse and promote responsible drinking. We've worked with SAOs to develop codes of responsible marketing and to raise awareness about responsible drinking.

We are members of the following SAOs and trade associations around the world.

Name Location Website
DrinkWise Australia www.drinkwise.org.au
Associação Brasileira de Bebidas Brazil www.abrabe.org.br
Educ'alcool Canada www.educalcool.qc.ca
La Asociación Gremial Chilena de Empresas de Bebidas Espirituosas Pro Consumo Responsible Chile www.aprocor.cl
Hong Kong Forum for Responsible Drinking China www.fred.org.hk
God Alkoholkultur Denmark www.goda.dk
Entreprise et Prévention France www.preventionalcool.com
International Alliance for Responsible Drinking Global www.iard.org
Hungarian Association for Responsible alcohol consumption Hungary www.italmertek.hu
DrinkAware Ireland www.drinkaware.ie
Fundación de Investigaciones Sociales A.C. Mexico www.alcoholinformate.org.mx        
De Stichting Verantwoorde Alcoholconsumptie The Netherlands www.stiva.nl
Cheers New Zealand www.cheers.org.nz
Romanian Forum for Responsible Drinking Romania www.consuma-responsabil.ro        
Industry Association for Responsible Alcohol Use South Africa        www.ara.co.za
Fundación Alcohol y Sociedad Spain www.alcoholysociedad.org
Taiwan Beverage Alcohol Forum Taiwan www.tbaf.org.tw
Thai Foundation for Responsible Drinking Thailand  
The Portman Group United Kingdom www.portmangroup.org.uk
Foundation for Advancing Alcohol Responsibility United States www.responsibility.org
Vietnam Association for Responsible Drinking Vietnam vard.org.vn


Trade association Location Website
Bulgarian Spirits Association Bulgaria www.apitsd.com
Czech Spirits Association Czech Republic www.pijsrozumem.cz
SpiritsEUROPE EU www.spirits.eu
PPS Poland www.pijodpowiedzialnie.pl
Anebe Portugal www.bebacomcabeca.pt
Korea Alcohol Research Foundation South Korea        www.karf.or.kr
Distilled Spirits Council of the US United States www.discus.org

Position Papers

We work with various public and private partners to implement evidence based programmes and policies in order to help achieve the Sustainable Development Goal target of a 10% reduction of harmful use of alcohol by 2030. 

The following position papers provide a clear and transparent view of Diageo’s stance on various issues relating to positive drinking.

Consumer Information

Alcohol and Women

Underage Drinking