Celebrating moderation

For most people who drink alcohol, drinking responsibility is common sense. We want to reinforce the message of moderation in everything we do.

We want to change the way the world drinks for the better, by promoting moderation and addressing the harmful use of alcohol. Our goal is for people to ‘drink better, not more’ – because we are proud of our brands and we know that the best way for them to be enjoyed is responsibly. That’s why we commit to reaching one billion people with a dedicated message of moderation from our brands by 2030.

Guinness Clear case study

Made to a time-honoured recipe, 100% H2O, and available from all good taps, nationwide: Guinness Clear.

Read more

Smirnoff launches ‘Getaway Cars’ to raise awareness of responsible drinking campaign

As part of Smirnoff’s ‘Infamous Since 1864’ campaign, the brand launched a series of ‘Getaway Cars’ to raise awareness of the responsible drinking campaign to consumers across London

Learn more

Bundaberg Rum partners with the NRL to launch new responsible drinking campaign

Bundaberg Rum, in partnership with the National Rugby League (NRL), launches its first responsible drinking campaign called ‘The Waterboy’. The campaign premiered during the first NRL Finals game in Australia between the Sydney Roosters and the South Sydney Rabbitohs.

Learn more