Promote positive drinking​

The right information empowers consumers to make the right choices and DRINKiQ is one of the most important tools we have in promoting moderation and addressing the harmful use of alcohol.

• We have a long track record of campaigns and programmes to tackle underage drinking, and we are committed to educating 1.3 million young people, parents and teachers on the dangers of underage drinking by 2030.
• The Act Smart India programme that uses powerful storytelling as a tool to create awareness about the dangers of underage drinking.

For decades, we have been addressing drink driving through a range of interventions. We're committed to promoting changes in attitudes towards drink driving, reaching 3 million people by 2030. Together with United Nations Institute for Training and Research (UNITAR) we have launched our interactive learning experience, 'Wrong Side of the Road', allowing people to have a conversation with a drink driver, to understand the effects of alcohol, and the shame and stigma that come with drink driving.​

Sober vs Drink Driving is a digital gaming experience helping to shift a players’ mindset around drink driving through a series of mini-games based on five driving skills; control, reaction, awareness, braking and attention. By creating a compelling and thought-provoking game we want to motivate and empower players to grow their confidence by making smarter drinking and safer driving choices.

We have a strong track record of ensuring our brands depict and encourage only responsible drinking and our marketing teams continue to promote moderation in new and creative ways. The Diageo Marketing Code sets a minimum standard for responsible marketing and represents a cornerstone of our corporate culture and the way we do business. It governs how we, and anyone we work with, must operate, applies across all our markets, and guides every aspect of our marketing activities.