Responsible Consumption

We are aware of the importance of being responsible about our brands, and the way we develop, produce and sell them. As the world’s leading premium drinks business, we want to be at the forefront of industry efforts to promote responsible drinking and reduce the harmful use of alcohol. We continuously collaborate not just with individuals and families but also with governments, educators and law enforcers to reduce alcohol misuse and ensure responsible drinking.

With over 1,45,000 fatalities a year, India accounts for 12.5% of global road accident fatalities. ‘Diageo’s Road to Safety’ is a signature intervention that addresses drink driving and the broader cause of Road Safety.

We are a signatory to the Global Beer, Wine and Spirits Producers’ Commitments to reduce harmful drinking, aligned with the World Health Organization’s goal to reduce the harmful use of alcohol by 10 per cent by 2025. The key action areas under this pledge are: reducing underage drinking, strengthening and expanding marketing codes of practice, providing consumer information and responsible product innovation, reducing drink driving, and enlisting the support of retailers.

The Diageo- IRTE Road To Safety Campaign

The Diageo-IRTE Road to Safety campaign, which began in 2014 to promote road safety in India, is supported by the Union Ministry of Road Transport & Highways, and the Institute of Road Traffic Education (IRTE). The campaign has been targeted at groups most relevant to the drink driving issue, and seeks to empower those on the frontline of battling this menace. The four initiatives under this campaign include:

  • Capacity-building training programmes for traffic officials
  • Drink driving awareness among commercial drivers such as truckers and bus drivers
  • Donation of breath analysers to the police force
  • Alcohol awareness education for underage and college students

This programme has reached 64 cities covering 19 States and Union Territories covering over 34600 traffic police officers and 6,000 commercial vehicle drivers.

Partnering the Media for Road Safety 

A high impact Road to Safety consumer campaign was launched in 2014 with media partner NDTV, reaching out to consumers across various touch-points through radio, television, and digital media. The television campaign featured stories on the impact of drunk driving and episodes that promoted road safety awareness. On ground, walkathons and other activities were organised to create road safety awareness. A ‘drive sober’ consumer activation was held in pubs across 8 metro cities and 3,200 free safe rides offered.

In 2015, Diageo entered into a multi-city partnership with the Hindustan Times Group to educate readers on road safety, laying emphasis on the dangers of drink driving. Citizens were encouraged to always have a ‘Designated Driver’ and to ‘Never Drink & Drive’. The publication ran editorial features for over two months on the issues of road safety, making it a part of everyday conversations. Campaign ambassador and youth icon, Virat Kohli together with leading celebrities Chris Gayle, Karisma Kapoor and Gul Panag amplified the message of never drinking and driving.

Till date, the campaign has reached 18 million citizens and garnered over 3 million pledges in support against drink driving.

To widen our reach and create awareness for Road Safety in the Tier 2 markets and consumers, Diageo India partnered with Network 18 for a Road Safety campaign in 2018. The campaign aims to reach out 360-degree to consumers, across various touch-points and media (radio, television and digital). The programme covered through Network18’s 3 national and 14 regional channels and wide digital presence aims to reach consumers through customized regional content, panel discussions, pledge drives involving good Samaritans and celebrities.

Till date, the campaign has reached over 13.6 mn viewers on-air and approx. 20 mn viewers through the digital medium. We have also garnered over 450,000 pledges to ‘Never Drink & Drive’. 

Diageo State Government Road Safety Partnership

Spearheaded by the industry to ‘Curb irresponsible consumption’ Diageo has joined hands with the UP Government to bring down road accidents in the state of Uttar Pradesh. A road safety campaign was inaugurated by Shri Jai Pratap Singh, Hon’ble Excise Minister of U.P, Shri Manoj Singh, Principal Secretary, Social Welfare and Shri OP Singh, DGP, UP Police. The campaign encompasses outdoor hoardings, radio awareness, and ground activations and contests for public. In addition to the awareness chapter, Diageo India has also partnered with UP Police to support them with 75 breath analyzers and 1000 emergency accident uniforms for conducting enforcement drives in the state.

Continuing the pace of the initiative Diageo has partnered with the Pondicherry Government for a high visibility Road to Safety programme in the state. The project aims to mitigate the high occurrence of road crashes leading to serious injuries and deaths, as well as to improve the efficiency of movement of road traffic along with capacity building of the Government agencies.

Diageo University Partnership

Diageo partnered with the Ministry of Road Transport & Highways for the country’s first of its kind ‘Road to Safety – Towards Responsible Youth’ programme. The programme, together with the Institute of Road Traffic & Education, will provide an integrated formal training for university students seeking learner’s license. The programme aims to reach over 500 universities across the country in the next 3 – 5 years. In the past, Diageo India has also conducted several high visibility campaigns in partnership with various Universities:

  • Partnership with Enactus and Delhi School of Economics to organize the first ever ‘Diageo Young India Summit’ on road safety.
  • Diageo- IIT Delhi road safety program called ISAFE had participation from 250 colleges in India and reached out to 2,00,000 individuals. This was done in partnership with Ministry of Road Transport and Highways and Ministry of Youth Affairs
  • Run for Road Safety Marathon by Diageo-BITS Pilani Goa event which had more than 1000 participants

Tackling Underage Drinking

Diageo India has partnered with industry members to reach out to students in a nationwide campaign against underage drinking. The campaign focusses on life skills to instil confidence in teenagers to make the right choices, and not succumb to peer or societal pressures. The initiative is aligned to our commitment to support the WHO goal of reducing harmful use of alcohol by 10 per cent by the year 2025.

The programme raises awareness on the harmful effects of irresponsible consumption of alcohol from a young age. Launched in 2015, it addresses students of Classes IX to XII of government and private schools across Haryana, Rajasthan, Maharashtra, and Karnataka, in the first phase.

The campaign teaches 5 of the 13 essential life skills identified by the United Nations: understanding oneself and communicating with others; problem-solving and decision-making; and healthy living and recreational skills. The tools used are discussions, group work, worksheets, multimedia, role plays, and games.

So far, over 25000 students have been reached through the campaign.

Responsible Marketing

Our purpose is to celebrate life responsibly, everyday, everywhere. Our ambition is to create the best performing, most trusted and respected Consumer Products Company in India.

We are aware of the positive, and sometimes negative role alcohol can play in the lives of individuals and in society. We understand our responsibility to develop, produce, market and sell our brands responsibly. For us, world-class marketing means not just responsible marketing, but also marketing responsible drinking.

Diageo India was one of the early signatories of the global code of self-regulation in marketing as a member of the Global Alcohol Producers Group (GAPG).

Our Marketing Code and our Digital Code of Practice is a mandatory marketing standard governing our marketing and promotional activities and guides activity at every step of our value chain – from research to packaging.

We consider this code as an enabler to great creativity and leading edge marketing and we hope it inspires all our stakeholders to continue to work together with us, to deliver responsible alcohol marketing and effective self-regulation across the industry and the globe.


DRINKiQ is a unique initiative from Diageo that leverages an interactive resource to help combat alcohol misuse and to promote responsible drinking through sharing of best practice tools, information and initiatives. DRINKiQ workshops are organised for senior police and traffic police officials, the alcohol industry, the media, road safety volunteers, F&B personnel, bartenders, wait staff, and others. The online portal spreads awareness on:

  • Facts about alcohol
  • How alcohol affects society
  • The role of a responsible consumer
  • The various Diageo initiatives

The website provides rich information and facts such as the alcohol-making process, the nutritional values of drinks, the body’s metabolism and processing of alcohol, how to sensitize children about alcohol, how to have a great night out without adverse consequences, and several other relevant aspects of alcohol. Designed as an interactive portal, it works through various tools, such as a `Drink Calculator’ that helps determine the number of calories in popular drinks like beer, wine and spirits. Through graphical representation, the website informs consumers the time it takes for alcohol to be processed in the body, and how much exercise one needs in order to burn the consumed calories. Such information is designed to help people make informed choices and consume alcohol responsibly.