Leaders in Responsibility: Diageo

Sep. 6, 2019

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As a beverage distributor, our business is built on relationships. Values matter to us, and it is important that we do business with companies whose core values are a good fit with our own values and culture, which is one reason why we value our ongoing relationship with Diageo Spirits so dearly.

As we have reported again and again, our friends at Diageo have been leading the way on issues of responsibility and sustainability. Today, we are pleased to pass along some updates on their continued efforts to promote positive changes to the communities where we do business together.

Lessons Learned

Underage drinking is a serious concern for many communities, one which can have harmful effects on businesses as well as individuals. To help mitigate the issue, our friends at Diageo have undertaken a major, worldwide campaign of education and prevention, tailored specifically to young people.

The program, named “Smashed,” was launched 10 years ago in the United Kingdom, and has spread to 23 countries throughout six continents, including the United States. To date, over 700,000 people have directly engaged with the program, which “aims to equip young people with the knowledge and confidence they need to resist peer pressure and prevent underage drinking,” according to the company.

Smashed is part of an ambitious program, the 2025 Positive Drinking strategy, undertaken by Diageo with the goal of reaching five million young people, parents and teachers with information on the dangers of underage drinking by 2025. The program encourages moderation and attempts to reduce alcohol related harm, such as underage drinking, drunk driving, and excessive drinking. To that end, internal analysis from Diageo indicates that 86% of students who experienced Smashed were subsequently better informed as to where they should look to get help with alcohol related issues (an increase of 33%).

Kate Gibson, Global Director of Society, Diageo, explained the company’s point of view, saying “We welcome the fact that fewer young people are drinking underage and are committed to playing our part in ensuring this downward trend continues. We know that knowledge is power, and that’s why we fund programs such as Smashed.”

Responsible Reporting

Diageo has made a name for itself as a responsible company, something modern consumers are increasingly looking for when deciding where and how to spend their money. We are thrilled to be in business with Diageo. From their promotion of corporate responsibility to the incredible spirits the company produces, our partnership with Diageo is a reminder of why we do what we do. Talk to your Breakthru Sales Consultant about how Diageo’s full portfolio of spirits can help your business grow.

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