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Responsible drinking programmes

As early as the 1930s, we actively promoted a responsible approach to our products. Today we continue this tradition and support close to 300 responsible drinking programmes in over 50 countries.

We are committed to measuring these initiatives for effectiveness and impact, and to reporting on the results. Below is a sampling of some of the programmes we are supporting in the UK.  Visit Diageo Case Studies and our Responsible Drinking YouTube channel for more examples of how we are making a difference.

Best Bar None

This National Award Scheme supported by the Home Office and Diageo focuses on promoting responsible management and operation of alcohol licensed premises.

TWA KWANO MMOM (‘Go the distance instead’)

Twa Kwano Mmom, is an alcohol education programme targeted at commercial drivers with embedded attitudinal and behavioural change. It was launched as a pilot programme in 2013 to provide factual information on the effect of alcohol and to institute a breathalyser testing scheme to encourage commercial drivers to take personal responsibility and not to engage in drink driving especially during the festive season.

Following the massive success of this programme in its first year– including directly impacting 1,230 drivers and reducing incidences of drink driving by 100% (between the second and seventh week of the programme), we replicated this campaign across major transport terminals annually, across the country aiming to increase coverage each year.

 

What’s Your DRINKiQ

This is an interactive course on responsible alcohol use, designed to educate and provide factual information on the effect of alcohol to enable young adults to make informed choices with regards to alcohol use.

The programme is run in collaboration with the department of Psychiatry of the University of Ghana School of Medicine and Dentistry (UGSMD) and the various tertiary institutes.

Since its inception in 2012, more than 6,500 students of the University of Ghana and the Kwame Nkrumah University of Science and Technology have successfully gone through the programme.

The programme demystifies the subject of alcohol.

 

Figure 1 Students being shown a standard drink of Guinness Foreign Extra Stout by a Psychologist

Responsible Serving Programme for Retailers

Guinness Ghana Breweries partnered with 570 retailers and trained bartenders through the Responsible Serving programme. The programme, aimed at tackling alcohol abuse at the point of sale and was run across 4 regions in Ghana. Training bartenders in responsible service is essential since they are in a perfect position to understand and promote responsible drinking.

At the end of the programme, selected bartenders were certified for having made it through the instructions and passing the Master Bar Academy exams.

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