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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.

National Organisation for Foetal Alcohol Syndrome-UK (NOFAS)

We help fund the training of midwives by NOFAS, helping them provide positive health information all over the UK. For more information click here.

SMASHED – Underage Awareness Programme

Smashed, an alcohol education and awareness programme, educates students on the facts about alcohol, explores causes and consequences of alcohol misuse, and helps students tackle peer pressure and make informed choices. For more information click here.



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