Diageo Australia

Diageo Australia is the leading premium spirits company in Australia and the proud owner of the Bundaberg Distilling Company.

Diageo’s role in improving Australia’s drinking culture

Australians’ relationship with alcohol is changing. The vast majority of Australians drink responsibly and the proportion of people drinking at risky levels is continually declining.

Government data shows that the sharpest declines in risky drinking are among 18 to 24 year olds (11% decline in the five years to 2012) while young people are also delaying the age at which they start drinking.

While this is encouraging, we acknowledge that harmful drinking still exists. Diageo wants to play an active role in improving the drinking culture in Australia, working in partnership with government, the industry and the community to deliver effective programs and education campaigns.

We also believe that individuals need to take personal responsibility for the amount of alcohol they consume and the manner in which they do so. That’s why we provide standard drink information on all our products to help people keep track of their alcohol intake.

Educating consumers about responsible drinking

The Wake Up Foundation

  • Our partnership with the Wake Up Foundation positively shapes Australia’s drinking culture by helping young people understand alcohol and its effects before they turn 18. The peer-based program is delivered in schools, clubs and community groups.

Result: Over 11,000 students reached during 2016.


  • Diageo’s flagship responsible drinking program helps people become better informed and more aware of the choices they make when drinking alcohol. It is delivered to all 36,000 Diageo employees globally as well as a range of external audiences, including companies, universities and sporting clubs.
  • In 2016 we refreshed the DRINKiQ.com website with enhanced information and handy tools to help people better understand alcohol and its effects.

Result: 300 NRL Rookies went through the DRINKiQ program in 2016


  • Diageo is a key financial contributor and founding member of DrinkWise Australia, an independent, not-forprofit organisation which aims to bring about a healthier and safer drinking culture in Australia.
  • We help fund a range of programs, covering topics such as the role of parents in influencing minors around alcohol, the relationship 18 to 24 year olds have with alcohol and the role of alcohol in sport.

Result: Over 70% of 18 to 24 years olds who saw the DrinkWise How To Drink Properly campaign said it made them think about the benefits of moderate drinking.

Responsible marketing and innovation

  • All our marketing activities depict and encourage responsible and moderate drinking and never target those who are younger than the legal purchase age of 18.
  • We are guided by the Diageo Marketing Code, the minimum, global standard that applies to all of our brand communication or activities. We are also a signatory to the Alcohol Beverage Advertising Code (ABAC) Scheme, the centrepiece of alcohol advertising regulation in Australia.

Result: Zero complaints have been upheld against Diageo through the ABAC scheme since 2013.

Labelling and consumer information

  • All our products include at least one responsible drinking reminder, information on alcohol content and references to two responsible drinking websites (DRINKiQ.com and DrinkWise).
  • In 2016, we announced new label designs which will provide consumers with even more information about what’s in their glass on a standard serve basis, including nutrition information such as calories and sugar content.

Result: The pregnancy advisory label “It is safest not to drink while pregnant” is now on over 97% of our containers in Australia.