Case Study

Close Case Study Show All Case Studies

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:

  • 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.


Reduction in complaints and those upheld (none in 2008) about Diageo product marketing
Build in brand reputation
Consumers have a healthy relationship with the company’s products
Drives a focus on attracting adult customers and encourage them to trade up the brands for quality over quantity

Case study source