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Diageo Great Britain

Diageo Great Britain is one of Britain’s leading exporters, helping to fly the flag for British business in over 180 countries.

Positive Drinking

Alcohol in society

We know that for those adults who choose to drink, drinking alcohol in moderation can be part of a balanced lifestyle. We are proud of our commitment to encourage people to enjoy alcohol safely and have set ourselves ambitious targets as part of our strategy for reducing alcohol-related harm.

Our initiatives

  • We have supported Smashed, a programme that uses theatrical performance to educate young people on the risks associated with the misuse of alcohol, for thirteen 13 years.
  • In partnership with the Home Office, we sponsor 30 Best Bar None schemes to help deliver a safer night-time economy.
  • Captain Morgan partnered with grime star Lady Leshurr to launch the responsible drinking campaign #LiveLikeACaptain.
  • We support 150 Community Alcohol Partnerships in the UK.

Our results so far

  • Smashed has reached over 333,000 pupils in 1,400 schools across the UK.
  • Our programme in partnership with NOFAS UK to drive better understanding of Foetal Alcohol Spectrum Disorder has reached over 1 million mums-to-be and delivered training to over 14,000 midwives and health professionals.
  • The #LiveLikeACaptain campaign is set to reach 4.4 million people across the UK and Ireland.

A springboard to success

We are passionate about attracting the very best talent and providing people with the best opportunities to develop their careers within our industry.

However, for many young people, searching for a job can be a daunting prospect, especially for those who face barriers such as low self-confidence, long-term unemployment or a lack of qualifications.

Our Learning for Life programme, delivered in partnership with the charity Springboard, is designed to inspire and transform the lives of individuals and help them to overcome those barriers and realise their potential.

Springboard provides participants with specialist bartender training as well as core employability skills, opening the door to a wide range of career opportunities in the hospitality, leisure and tourism industry.

Next section: sustainable development

Still fom the Smashed Online campaign video showing a laptop screen with the Smashed logo.

What is Smashed Online?

Smirnoff launches ‘Getaway Cars’ to raise awareness of responsible drinking campaign

Diageo’s Ollie Palmer and his team crowned winners of the Talisker Atlantic Challenge 2019