BUSINESS: 381 PRACTICES
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories and some of the most famous brands worldwide.
Read more: www.diageo.com
a) Inform consumers on the meaning of responsible drinking
b) Experiential education for tackling the “Drinking and Driving” issue
c) Strengthen parental responsibility for minors abstaining from alcohol consumption
d) Mobilize business partners on Responsible Selling
a) The public/ consumers
b) State and social organisations, agencies and institutes
c) Business partners
d) Employees
2016
a) Informing Consumers | To inform and raise consumers' awareness, Diageo has implemented a series of actions, such as:
Relaunch of the www.DRINKiQ.com website in the greek language with updated content, in a modern and easy-to-use format. The updated www.DRINKiQ.com website offers consumers useful information regarding alcohol consumption, giving them the opportunity to become aware of all the main issues regarding responsible drinking, such as correct serving units, as well as the number of calories contained in each drink. With a series of infographics, the website offers information regarding the most well-known myths around alcohol, while it also helps consumers to calculate the grams of alcohol that each drink contains and the time it takes for the body to metabolise all the alcohol, through a useful alcohol calculator. The site is also accessible through mobile devices (tablet, smartphone), while it contains resources for social media, offering the necessary information at every moment.
Based on the website’s updated content, the new "Learning about Alcohol" informational leaflet was designed, aiming to inform young men and women in a useful and practical manner, regarding the effects of drinking and driving. For the creation of the leaflet, Diageo joined forces with the National and Kapodistrian University of Athens, the "Panos Mylonas" Road Safety Institute and the Centre for Accident Research and Prevention. This leaflet is distributed for free through Diageo partners throughout the country.
b) Education of citizens regarding responsible driving and the dangers associated with drinking and driving
Diageo has been continuously active on the subject of "drinking and driving" since 2006. Specifically, since 2010, Diageo has been sponsoring and communicating the interactive, experiential training centre for road safety AVENUE (Actions for Vulnerable, Elderly, Novice drivers and road Users in Europe). The programme implementation is led by the Panos Mylonas Road Safety Institute, and it is co-financed by the European Commission. It is an innovative project providing training via a unique, experiential experience. Using simulations, consumers can experience actual accident conditions, and receive information on road safety and the effects of drinking. In the same context, Diageo joined forces with the National Network of Healthy Municipalities - City Health Promotion (EDDYPPY), to promote responsible drinking and behaviour among all citizens in all Municipalities in the country. This is achieved through the "Learning about Alcohol" leaflet, distributed in all major Greek cities, as well as the promotion of the www.drinkIQ.com website, featured on the websites of all participating Municipalities.
In this direction and aiming to maximize the impact of the program, Diageo collaborates with clients in retail trade, such as AB Vassilopoulos and Massoutis super markets. These targeted synergies boost the effectiveness of the company’s actions, since messages reach considerably more consumers/spirits buyers, either through the retailers' channels of communication, or through joint activities in points of sale.
Fully aware of the impact that synergies have in the adoption of responsible drinking behaviours, Diageo has created alliances with other businesses to escalate its road safety-related activities in the framework of the "Roads to the Future" initiative. This initiative, coordinated by the "Panos Mylonas" Road Safety Institute, brings together businesses that jointly operate to implement synergies promoting road safety. The following companies and bodies make up the "Roads to the Future" alliance: Diageo Hellas, "Panos Mylonas" Road Safety Institute, ATTIKI ODOS S.A., GEFYRA S.A., COSMOTE, GENESIS Pharma, GOODYEAR, AXA Insurance.
c) Support parents/educators to provide efficient care for the protection of minors from alcohol consumption
Recognising the significance of under-age drinking, Diageo partnered with the Hellenic Society for Social Paediatrics and Health Promotion, to create a website containing useful information regarding under-age drinking, intended to inform parents about how to protect and advise their children about all the important issues regarding alcohol and its effects. To visit the website, click here: http://www.socped.gr/
Diageo supports the distribution of the message, promoting the website through its collaboration with EDDYPPY, in the websites of the country’s Municipalities.
d) Mobilization of retail sector for Responsible Selling
The company’s activity for tackling irrational drinking will have sustainable results, if it can secure the cooperation of its customers and of the professionals in establishments selling spirits. So, it has created a mobile training unit for professional bartenders, where bar owners and employees can get information on responsible serving practices, such as not serving persons under 18 years old. It must be noted that since 2012, Diageo has been training professional bartenders on safe driving as well, with the support of the "Panos Mylonas" Road Safety Institute and the "AVENUE" programme. Guided by key corporate values, by "being passionate about our consumers and customers", and recognising that professionals play a vital role in the promotion models for excellent and responsible serving, the company is committed to continuing supporting them in their efforts to promote responsible drinking in their establishments.
Meanwhile, the Hellenic Association of Drinks Distributors (EPEAP), of which Diageo is a member, promotes responsible drinking through a series of actions, mostly aimed at raising awareness on possible harm resulting from binge drinking, combating under-age drinking, reducing driving under the influence, as well as informing consumers and responsible marketing.
Promoting responsible drinking is a key pillar in ENEAP's Corporate Social Responsibility (CSR) policy and a top priority, not to mention an integral part of the Association's values and ethics. In June 2016, ENEAP presented to the public its “Responsibility Alliance” initiative, which is an alliance of top retail bodies – AB, Metro, Grecotel, and others – aiming to sell alcohol responsibly. Soon the alliance will announce activities in points of sale and through its members’ digital and print media.
a) Inform consumers on responsible drinking: in the first two months since the relaunch, the website had 8.5 thousand unique visitors. Meanwhile, the "Learning about Alcohol" leaflet is distributed all over Greece through Diageo business and strategic partners. In 2015, our informational leaflet reached 60 thousand recipients in XX Municipalities all over Greece.
b) Inform consumers on Drinking and Driving: In the past six years, 94,784 adults have been trained on road safety and the effects of drinking, in the interactive, experiential training centre for road safety AVENUE. It is worth noting that in 2012 Diageo conducted a quality survey on drinking and driving, while since 2014, the "Panos Mylonas" Road Safety Institute, along with all other actions, has also been conducting a quality survey on the same subject (the findings of which are anticipated). Furthermore, in the context of the company's partnership with the National Network of Healthy Municipalities - City Health Promotion, in the past two years, 210,000 contacts have been created and updated in more than 55 cities and towns in Greece.
c) As for the initiative regarding minors, during the past year, the website received 10,000 unique visitors, while approximately 185 Municipalities in the country have been informed, with 75 of them having posted the respective banner on their municipality’s website.
d) Responsible selling: 8,007 professional bartenders have been trained in the mobile training unit on responsible serving practices, during the past four years, in more than 35 cities and town all over Greece. According to a questionnaire they filled-out, most participants said that their behaviour was affected by the training they received.
Diageo is already recognized by its customers as the leading company in the area of responsible and ethical business, according to the most recent customer satisfaction survey, with more than 90% of them believing that "Diageo acts ethically and responsibly". Meanwhile, in the most recent values survey, 100% (!) of employees stated that "Diageo effectively promotes responsible drinking".
Ελλάδα.
"Panos Mylonas" Road Safety Institute, National Network of Healthy Municipalities - City Health Promotion, "Roads to the Future" Alliance, Social Paediatrics Society, Centre for Accident Research and Prevention, Hellenic Association of Drinks Distributors (ENEAP), National and Kapodistrian University of Athens, ΑΒ Vassilopoulos, Massoutis.
The above programme and individual actions, contributes to maintaining a positive image for spirits in our country. That is, being part of the joy, celebration and social interaction, but always in moderation and within a balanced lifestyle. With this programme, Diageo also seeks to realise its ambition to be "one of the top performing consumer products companies in the country with very high reputation and credibility". Finally, the programme establishes Diageo as a recognised social partner, active in consultations on policy matters regarding the production and trading of spirits.
No Connection with Global Goals found
