Diageo responsible drinking
Encourage safe consumption of alcohol.
For major alcoholic beverage companies the key sustainability issue is based in the social impact alcohol can have. Encouraging responsible consumption of alcohol while growing a business requires a clear strategy.
Diageo takes the issue of responsible drinking very seriously. It has a number of programmes to limit misuse of alcohol:
- DRINKiQ.com is a website resource dedicated to promoting responsible drinking and making responsible decision on alcohol. It has content targeted at parents, educators, law enforcers and retailers. It includes facts, discussion and even nutritional and allergen information.
- Marketing Code to ensure promotion of products is correctly targeted, especially using digital media. It features ‘nanny tags’ that enable parents to block content.
- SmartApprove to co-ordinate sign-off of new marketing campaigns by the marketing, legal, intellectual property and corporate relations teams and record the process.