Drinking responsibly

Diageo recognises the benefits of moderate and responsible consumption of alcohol by consumers and we are committed to marketing our products to reflect this.

In addition to ensuring that our marketing activities comply with stringent codes of conduct, we invest in promoting responsible consumption of alcohol. We also work with other stakeholders to address the issue of alcohol misuse.

Some consumers may use alcohol irresponsibly, with potentially negative consequences for the individual and for others, and therefore we are committed to tackling alcohol misuse and to the promotion of sensible drinking.

Informed choices

Widely seen and positively received advertising campaigns in many of our markets have encouraged the responsible consumption of alcohol. In different countries and cultures across the world, Diageo has promoted sensible drinking campaigns and better informed choices.

A recent addition to the Guinness Storehouse in Dublin is the Choice Zone, which challenges visitors to think about their own consumption habits and behaviour.

Examples of our worldwide initiatives include:

• the ‘Don’t see a great night wasted’ campaign in Ireland
• the ‘Cool Driver’ scheme in Korea
• the TIPS (Training for Intervention Procedures) programme for Spanish-speaking servers of alcohol in the USA

For further information about drinking responsibly visit www.meas.ie