Alcohol as Part of a Balanced Lifestyle

Our brands are made with pride, and made to be enjoyed – responsibly. Alcohol can be part of a balanced lifestyle, when consumed moderately and responsibly by adults who choose to drink, and can play a positive role in social occasions and celebrations. We care passionately about helping to reduce alcohol related harm in society through our own programs 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.

Diageo leads the industry in responsible drinking initiatives and adheres to a stringent marketing code. Diageo only wants the business of consumers of legal drinking age and only advertises the company’s brands where 71.6 percent of the audience is over the legal drinking age. Diageo has a zero tolerance policy for underage drinking and supports effective solutions to limit underage access to alcohol. Diageo is a founding member and major supporter of The Foundation for Advancing Alcohol Responsibility, an organization funded by some of the country's leading distillers committed to developing programs to combat drunk driving and underage drinking.

Diageo’s website, DRINKiQ.com, is a global responsible drinking resource, created to cover all aspects of alcohol and provide individuals with the tools to make more informed choices about drinking, including the decision not to drink.

Content from this campaign

Philanthropy & Cause Initiatives

Diageo Partners with Others to Create Momentum Against Producers’ Commitments
Diageo welcomes today’s release of the latest Producers’ Commitments Report by the International Alliance for Responsible Drinking (IARD), which shows signatory companies are building momentum in contributing to a global target of reducing harmful drinking by 10% by 2025.

Philanthropy & Cause Initiatives

Crown Royal Kicks Off Football Season by Reminding Fans to Drink in Moderation and “Hydrate Generously”
Football fans go all out to support their team. And whether it’s throwing an elaborate tailgate or buying a round of drinks after a big win, their generosity with fellow fans knows no bounds.

Health & Healthcare

Diageo Makes Interactive Responsible Drinking Module Available to U.S. Consumers
Diageo, the global leader in beverage alcohol, announced today the public launch of an online e-learning module called DRINKiQ designed to provide consumers with the information they need to make informed decisions about drinking responsibly.

Health & Healthcare

Diageo Serves Up a Healthy Portion of Thanksgiving Tips for the Responsible Host
Thanksgiving is a time for family and friends to toast good fortune and health – and many will do so with a cocktail or a glass of wine, beer or champagne. If you are hosting a Thanksgiving meal this year, it’s important to plan the drinks as well as the dinner. Providing a variety of beverage options for guests to celebrate responsibly will help everyone to enjoy the evening even more – and these simple tips can help:

Innovation & Technology

Diageo Unveils Immersive Virtual Reality Technology That Puts Consumers in Front Seat of a Drunk Driving Collision
Diageo, a global leader in beverage alcohol, today introduced “Decisions,” a first-of-its-kind virtual reality (VR) experience that puts consumers of legal drinking age in the middle of a fatal drunk driving crash. This launch represents the company’s latest innovative approach to educate and meaningfully impact consumers about the importance of responsible decision-making when drinking.

Research, Reports & Publications

Diageo Welcomes Alcohol Industry Progress Against Producers’ Commitments
Diageo welcomes today’s release of the latest Producers’ Commitments Report by the International Alliance for Responsible Drinking (IARD), which shows signatory companies have stepped up implementation of their Commitments to contribute to the global target of reducing alcohol-related harm by 10% by 2025.

Health & Healthcare

Alcohol Awareness: Standard Drinks

Events, Media & Communications

Diageo’s 12th Annual Golden Bar Awards Honors Drinks Distributors’ Excellence and Innovation

Responsible Production & Consumption

Diageo Continues Its Leadership to Provide Consumers With Alcohol Facts for Its Products

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