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 proponent of responsible drinking. We want our consumers to have a good time tonight, a safe journey home, and a clear head in the morning. That’s our idea of good business. Wherever Diageo products are sold our labels, logos, signs or campaigns encourage people to drink responsibly.
In Brazil Diageo partnered with Walmart, one of our biggest outlets, to give staff special training on why alcohol should not be sold to those under 18. In the USA we promoted the federal ‘We don’t serve teens’ campaign. And in Poland we’ve really stepped up our efforts with the ‘Alcohol is responsibility’ campaign.
In partnership with the Real chain of supermarkets Diageo has been putting up posters and raising awareness of the responsibilities of a responsible drinker. Sometimes, it’s the small things like making sure that you eat on a night out or alternating alcoholic and soft drinks. Sometimes it’s the big things, like not drinking and driving. So we’ve been promoting a campaign where customers actually sign a pledge never to drink and drive. You can join up yourself on Facebook.
We never want people to regret enjoying our products. That’s why we work to make sure responsible drinking is on all our labels.