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Our customers and consumers

A note on definitions: for Diageo, our customers are the retail and hospitality groups through which we sell our products. Shoppers buy our products, especially in stores, and consumers are the individuals who ultimately drink our products.

In this section

Executive summary

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Making an impact with consumers through our brands

How we use our brands to engage with consumers on the sustainability issues they care about.

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Working with customers to maximise our positive impact

Our customers are raising the bar in sustainability. How are we responding?

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Food safety and quality

How we work to ensure the highest product quality for our consumers.

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Glass is indeed good when it's recovered and recycled; not so good when it's discarded...

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A responsible drink is a good one

Diageo is the world’s leading supplier of alcoholic drinks, but we also aim to be the world’s leading...

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Promoting responsible drinking in Poland

Hostesses encouraged clients to sign the ‘I don’t drink and drive’ declaration

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State partnerships support responsible drinking

As well as being one of our wider stakeholders, some government bodies are also customers of Diageo...

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