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Alcohol in society

Here we detail the basis of calculation for the following metrics:

  • Setting baseline data and targets
  • Compliance with the Diageo Marketing Code (DMC)
  • Responsible drinking reminders on above-the-line marketing material
  • Responsible drinking initiatives
  • Effective industry codes in place

Setting baseline data and targets

Diageo’s alcohol in society targets were set in the financial year ended 30 June 2010. Progress against baseline data is not relevant, as each target measures a point in time, ending 30 June 2013.

Compliance with the Diageo Marketing Code

Breaches are reported as an estimated percentage of total marketing executions. The calculation considers the number of internally reported breaches of the DMC as a percentage of the total number of marketing projects submitted through SmartApprove in the year ended 30 June 2013.

Responsible drinking reminders on above-the-line marketing material

Technical regulatory managers in each region performed a manual review and assessment of our active product listings to determine our compliance with our current Diageo Alcohol Beverage Information Policy, including whether www.DRINKiQ.com appeared on our labels. Given our total number of global stock-keeping units (SKUs), while the results are not absolute, they are sound and accurately reflect the current status of our brands.

Responsible drinking initiatives

Performance is based on internally reported initiatives through a network of corporate relations leaders in each of our markets.

Effective industry codes in place

Performance is based on internally reported initiatives through a network of corporate relations leaders in each of our markets and a review of industry databases.