All of our employees around the world belong to families and communities – mothers, fathers, brothers, sisters, husbands and wives - who care passionately about reducing alcohol-related harm in society.
We know that for those adults who choose to drink, the moderate consumption of alcohol can be part of a balanced lifestyle. And we are proud of the approach we have taken, over decades, to promote moderation and to help tackle irresponsible and under-age drinking. We take our role seriously. We always have and we always will.
Unfortunately, some people misuse alcohol and we know this is a real problem for individuals, their communities and society. Alcohol misuse and related harm is a complex social issue, and there is no ‘one-size fits all’ solution. Different cultures and societies require different approaches. The one common thread is that the responsibility to address the issue is shared, with everyone having a role to play.
We share the goal of the World Health Organisation: to reduce harmful use of alcohol by 10% by 2025. We are also fully behind the Global Beer, Wine and Spirits Producers’ Commitments, a co-ordinated industry response to the WHO’s call for action.
We support close to 300 responsible drinking programmes in more than 50 countries and are committed to measuring the effectiveness of these programmes and publishing the results. These are programmes that we know are making a difference. Visit Diageo Case Studies for some examples.
Tackling drink driving
We believe governments should set legal limits for drivers' blood alcohol concentration (BAC), take tough measures to enforce the law, and impose strict penalties on those found guilty of drink driving. In addition, we deliver a range of education initiatives, free rides and enforcement campaigns that help complement government efforts.
Addressing underage drinking
We do not want underage drinkers as consumers – without exception. We work with many global and local partners to address this complex social problem. This involves enforcing minimum drinking and purchasing age laws, helping adolescents develop the skills to resist social pressure to drink, and making parents aware of their role in preventing underage drinking.
Preventing excessive drinking
Our initiatives include advertising campaigns that raise awareness of the risks of excessive drinking, funding the training of midwives about foetal alcohol syndrome, and supporting medical professionals in identifying and helping problem drinkers.
Working with retailers to ensure responsible sales
We work closely with all our retail partners, from global retailers to local convenience stores and the hospitality industry, to support them in advancing a culture of responsible drinking. We train our customers and work with them to develop their own training programs so that front line staff have the tools they need to sell alcohol responsibly.
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