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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 Nigeria.  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.

FRSC Drink Drive Partnership

We collaborate with the Federal Road Safety Corps (FRSC) to campaign against drinking and driving, especially at festive seasons.

Underage access to alcohol – Underage Awareness Programme

We partnered with some major supermarket chains in the Nigeria to discourage sale of alcohol to underage people. We also provided retailers with posters to ensure they don’t sell to underage people

Bartender Training:

We offer alcohol education to bartenders, helping them with facts about alcohol and  tips on responsible retailing.

DRINKiQ Training:

This is an alcohol education programme that we offer to wide range of audience – students, Nollywood actors/actresses and journalists alike.


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