Promoting positive drinking

Woman holding a bottle of water and red cup with Smirnoff logo in one hand

Our brands are made with pride, and made to be enjoyed – responsibly. When consumed moderately and responsibly by adults who choose to drink, alcohol can be part of a balanced lifestyle and play a positive role in social occasions and celebrations.

The misuse of alcohol, however, can cause serious problems for individuals, communities, and society. We care passionately about reducing alcohol-related harm through our own programmes and through partnership and collaboration with others – and we seek to provide consumers with the information and tools they need to make informed choices about drinking or not drinking.


officer reading drinkIQ pamphlet

Our 2025 targets

We have long supported health organisation’s (WHO) goal of reducing harmful drinking by 10% across the world by 2025. We work with partners from within and beyond our industry on initiatives that advance that goal and we have set ourselves stretching targets to reach by 2025.

Industry collaboration

Our Work

Implement global alcohol industry commitments to expand and increase efforts on:

  • reducing underage drinking
  • strengthening and expanding market codes of practice
  • providing consumer information and responsible product innovation
  • reducing drink driving
  • enlisting the support of retailers to reduce harmful drinking.
  • Member of Global Producers’ Commitments
  • Packaging commitments
  • Digital Commitments

Twelve leading beer, wine, and spirits companies that form the International Alliance for Responsible Drinking (IARD), and four of the leading global internet platforms, Facebook, Snapchat, Twitter and YouTube, have formed a unique partnership to deliver better safeguarding measures for online alcohol advertising.

Promoting moderation

Our programmes

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

Through our global resource we provide consumers access to a wide range of training and resources on the effects of drinking. Labels and packaging also help us reach consumers, and our Diageo Consumer Information Standards (DCIS) provide benchmarks for the mandatory minimum information to be included on labels and packaging on all our brands, wherever they are legally permitted.

We are using the power and reach of our brands to carry moderation messages. At the heart of the Diageo Marketing Code (DMC) is our commitment to ensuring all our activities depict and encourage only responsible and moderate drinking.

  • DRINKiQ is available in 16 languages in 35 countries. You can read more here and take the quiz here.
  • The Diageo Marketing Code (DMC) has been updated in July 2019 to include further guidance about non-alcoholic beverages, functional claims and online responsible marketing principles. A new easier-to-access DMC training scheme has been made available to brand teams and advertising agencies working with Diageo.
  • Our brand campaigns have enabled us to meet our target of reaching 200 million people with moderation messages five years early.

Tackling harmful drinking

Case Studies

We focus resources on global programmes that address our priorities for reducing harmful drinking in three areas: underage drinking, drinking and driving and heavy episodic drinking

  • Our flagship theatre-based ‘Smashed’ education programme informs young people about the dangers of underage drinking
  • We invest in partnerships with police, local authorities and other agencies that support enforcement; we provide education for drivers and law enforcers; and we support safe rides and public transportation.
  • A new three year partnership with UNITAR focuses on high-visibility enforcement in Latin America, Asia and Africa, all identified as high-risk regions.
  • Diageo’s underage drinking programmes have reached  more than 375,000 people in 2020 across 20 countries (see our Annual Report)
  • Diageo’s educational theatre programme Smashed has now reached over 1 million young people, parents and teachers over the last three years
  • 95% of students knew more about the dangers of underage drinking after experiencing Smashed
  • Diageo’s ‘Join The Pact’ campaign has collected over 20 million pledges to never drink and drive, through a range of experiential and online activities.