This site uses cookies and by using the site you are consenting to this. Find out why we use cookies and how to manage your settings. More about Cookies

Alcohol in society

Alcohol has been part of social and cultural life around the world for centuries. As the world’s leading premium drinks company, Diageo's much-loved brands are enjoyed by millions every day, and we’re committed to ensuring they are enjoyed responsibly. Tackling alcohol misuse is the right thing to do: it helps our consumers celebrate life today and tomorrow, while supporting our long-term business interests.

Our approach and performance

Creating a more positive role for alcohol in society means encouraging adults to make responsible choices about whether, when, and how much to drink. We believe that efforts to reduce the misuse of alcohol are likely to be most effective when government, civil society, individuals and families, as well as the industry, work together.

To that end, Diageo is one of 13 leading global producers of beer, wine, and spirits, taking action on new commitments launched in October 2012 to reduce harmful drinking. These commitments build on long-standing efforts by the industry, and provide a co‑ordinated response to support member states in implementing the World Health Organization’s (WHO) global strategy to reduce the harmful use of alcohol.

Different cultures have a range of views on the role of alcohol, and some people make a choice not to drink alcohol at all. We recognise and respect this choice. We also acknowledge that some people should not drink as a matter of their own safety and wellbeing. This includes children and young people under the legal purchasing age, pregnant women, people who cannot control their drinking, or those who have a specific medical condition where drinking is not advised.

Some people drink too much and cause harm to themselves and others. Reducing alcohol misuse is a priority for Diageo and we are committed to playing our part. We focus on three areas:

  • Communicating about alcohol responsibly and promoting rigorous company and industry-wide marketing standards
  • Tackling alcohol misuse by supporting effective programmes with a variety of partners, which seek to raise awareness and change attitudes and behaviour
  • Advocating effective, evidence-based policy which is culturally sensitive and does not result in unintended consequences.

This year marked the close of our target period. While we did not fully complete every target, we are nonetheless pleased with our progress over the past three years. We will assess the appropriateness of meeting the few outstanding items that remain as part of our efforts to establish new company-wide targets. The targets we will hold ourselves to in the future will help support the new set of commitments we recently established with other industry members to reduce the harmful use of alcohol.

Progress against alcohol in society targets

How we're performing against our targets