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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 an example of a programme we are supporting in India. 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.

India: road to safety


We've teamed up with government agencies, an NGO, and leading Indian national news channel NDTV in a campaign to reduce drink driving, excessive drinking and underage consumption in 30 cities.

Working across 12 Indian states, the programme includes building the capacity of enforcement agencies, the distribution of high quality breath alcohol analysers, training drivers of commercial vehicles such as school bus, truck and auto rickshaw drivers, and educating university students on the dangers of underage drinking.

We're using television ads, radio promotions, digital and on-ground activation, and celebrity messages to deliver the campaign, which between October 2014 and March 2015  had reached three million people through digital platforms and garnered over 2,50,000 pledges to not drink and drive 



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