BUSINESS: 532 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
The objective of the Alliance is to actively contribute in the promotion of responsible patterns related to the sale of alcoholic beverages and thus encourage the responsible consumption in the Greek market. To this end, the “Responsibility Alliance” aims at the cooperation of the entire supply chain of alcoholic beverages, while also leveraging on the specialized knowledge held by the health prevention organizations, so as to achieve progress in the following areas:
Direct:
Indirect:
The Alliance was created in June 2016 and the aim is to remain active over time and to continuously increase the number of its members so as to keep strengthening the adoption of responsible practices related to the sale of alcoholic beverages across the country, every day.
At DIAGEO corporate responsibility is a fundamental element of its business strategy. To this end, the company remains true to its commitment, through the development and implementation of integrated programs, to create the necessary conditions so that its products are sold and consumed responsibly.
Aspiring to contribute to a mentality change bound to the strengthening of the responsible patterns related to the sale of alcoholic beverages, DIAGEO joined forces with businesses, organizations and institutions that play an essential role in the way alcoholic beverages become available in the market and thus to consumers. Through this partnership the company aims at contributing towards further enhancing the responsible selling practices for alcoholic beverages.
Towards this direction, in June 2016 DIAGEO along with other companies active in the industry took on the initiative to create an alliance the members of which sign a binding ‘moral contract’ that outlines their common commitment and goals to work towards promoting and ensuring the responsible sale of alcohol.
The launch of the “Responsibility Alliance” took place with the organization of a successful media event, which was attended by more than 35 journalists of top tear media outlets, while on top of the satisfactory attendance at the event a Press Release was issued announcing the founding of the alliance, which generated more than 55 media clippings both print and online.
Furthermore, through the development of the landing page http://responsibility-alliance.gr/ both the genera; public and industry professionals have the opportunity to learn more about the “Responsibility Alliance” initiative, its objectives and activities. This way the site visitors have the opportunity to learn about the joint effort conducted by the industry and to better understand about the responsible sale and consumption of alcoholic beverages.
The site has been up and running since November 2016 and only within a month and with no promotion activites, it managed to attract the attention of more than 1.500 unique visitors.
In the context of this joint effort a series of activities is planned for 2017, which are being designed in such a way that they will have measurable results based on specific Key Performance Indicators (KPIs).
The initiative has a nationwide character.
Producers and/or Importers of alcoholic beverages (Hellenic Association of Drinks Distributors (ENEAP), Greek Federation of Spirits Producers (SEAOP).
Businesses and Organizations part of the supply chain of alcoholic beverages sale (Association of Greek Food Industry, ΑΒ Vasilopoulos, My Market, Grecotel, Hellenic Barmen Association, Association of Greek Oenologists, Bartenders, Papatheocharis Group of Companies).
Specialized Social Institutional Entities with direct or indirect interest (National Intermunicipal Network Healthy City, National and Kapodistrian University of Athens, Center for Research and Prevention of Injuries (CEREPRI), Greek Society of Social Pediatrics and Health Promotion, Road Safety Institute “Panos Mylonas”, Therapy Center for Depended Individuals KETHEA «ALFA»).
The “Responsibility Alliance” is also supported by the Greek Corporate Social Responsibility Network
In order for the alliance to successfully meet its objectives the help and support of the employees of each member is considered of vital importance as employees are the main messengers communicating and putting in practice the theory of this effort.
In this context all employees of the Alliance’s members will receive information about the Alliance what it represents and whatits main objectives are, while at a second stage they will undergo a special training regarding the desired standards for the responsible sale and serving of alcoholic beverages. Actively involving the employees into such an effort will turn them into ambassadors of responsible sale and further enhance the impact of the initiative.
With the responsibility element laying at the core of the business strategy of all members at the «Responsibility Alliance», the alliance offers an ideal platform to maximize the impact of the actions and programs implemented.
Moreover, the value of counseling support provided by the specialized bodies is to enhance even more prestige and credibility to the joint effort of the industry towards the responsible sale of alcoholic beverages.
We believe that such an initiative will create a large number of ambassadors for the responsible sale and consumption of alcoholic beverages, including high influencers for the Greek society. Finally, we believe that it complements and further enhances the reputation of DIAGEO as a highly respected and trusted company amongst its business and social partners in Greece.
No Connection with Global Goals found