Alcohol as Part of a Balanced Lifestyle

Our brands are made with pride, and made to be enjoyed – responsibly. Alcohol can be part of a balanced lifestyle, when consumed moderately and responsibly by adults who choose to drink, and can play a positive role in social occasions and celebrations. We care passionately about helping to reduce alcohol related harm in society through our own programs and through partnership and collaboration with others – and we seek to provide consumers with the information and tools they need to make informed choices about drinking – or not drinking.

Diageo leads the industry in responsible drinking initiatives and adheres to a stringent marketing code. Diageo only wants the business of consumers of legal drinking age and only advertises the company’s brands where 71.6 percent of the audience is over the legal drinking age. Diageo has a zero tolerance policy for underage drinking and supports effective solutions to limit underage access to alcohol. Diageo is a founding member and major supporter of The Foundation for Advancing Alcohol Responsibility, an organization funded by some of the country's leading distillers committed to developing programs to combat drunk driving and underage drinking.

Diageo’s website, DRINKiQ.com, is a global responsible drinking resource, created to cover all aspects of alcohol and provide individuals with the tools to make more informed choices about drinking, including the decision not to drink.