Our Commitments
Diageo believes our commitment to quality is reflected in advancing our Spirit of Progress goals across North America.
Promoting
Positive Drinking
We want people to drink better, not more. That means promoting moderation and continuing to address the harmful use of alcohol by changing attitudes and expanding our programs that tackle impaired driving and binge drinking.
Promoting moderation and choice with industry-leading tools and campaigns.
Information is a critical component of empowering consumers to make responsible choices – and DRINKiQ is one of our most important tools in promoting moderation and addressing harmful drinking. The online platform encourages consumers to drink better, not more, and is available in English and Spanish in the U.S., as well as over 130 languages globally.
Our brands have a strong history of engaging with consumers around the importance of responsible consumption of our products. In the U.S., Crown Royal and Captain Morgan have partnered with Major League Soccer (MLS) and the National Football League (NFL) on holistic responsible drinking campaigns that included moderation messaging and activations with fans.
Discover non-alcohol, low-alcohol, and traditional serve cocktails in our Serve & Sip cocktail books
Honey Fizz
A non-alcoholic favorite that’s perfect for celebrations and special moments – a delightful blend of Seedlip Grove 42 and Verjus, sweetened with a touch of honey and topped with bubbly club soda.
Explore the recipe
Mr. Howard
Elevate your evening with the Mr. Howard — a non-alc sophisticated blend of Seedlip Spice and pink grapefruit, elegantly shaken and garnished with a charming star anise.
Explore the recipe
Strawberry Spritz
Enjoy the refreshing-tasting flavors of our Strawberry Spritz — A low-abv blend of grapefruit rose and zesty lemon, topped with bubbly club soda and a sprinkle of frosty strawberry bliss.
Explore the recipe
Download Serve & Sip cocktail books below:
Volume 1
Volume 2
The Magic of Moderation
We want to break the outdated perceptions around drinking responsibly and choosing to moderate. Discover how by drinking better, not more, you can savor every moment of an occasion, without compromising on the fun.
Understanding alcohol
In the U.S., a standard drink contains 14g of alcohol. U.S. dietary guidelines recommend that on a daily basis, women not exceed 1 standard drink and men not exceed 2 standard drinks. These common beverages are equal to one standard drink.
Preventing Impaired Driving
We have a longstanding commitment to addressing impaired driving through a range of interventions, including partnerships with road safety organizations, law enforcement, distributors, and corporations in the U.S.
Together with the United Nations Institute for Training and Research (UNITAR), we launched “Wrong Side of the Road,” an interactive experience that gives people an opportunity to ask real impaired drivers questions about their choices and learn about their consequences.
We continue to support the second UN Decade of Action for Road Safety.
We’ve established a partnership with Mothers Against Drunk Driving (MADD) to collaborate on public awareness and education campaigns aimed at ending drunk driving in the U.S. By combining our expertise and resources, we’ll do what we collectively can to tackle impaired driving and help save lives.
As part of this partnership, Diageo North America became an inaugural member of the MADD Network – a first-of-its-kind campaign that aims to unite diverse supporters of MADD who share the commitment of creating a future of No More Victims.
In addition, MADD has joined our efforts to address alcohol-related harm in Black, Latino, and Native American communities through the Multicultural Consortium for Responsible Drinking (MCRD), which we established in 2022.
Addressing Alcohol-Related Harm
Drinking affects communities differently. This led Diageo to explore a new approach that helps reach distinct demographic groups in the U.S. with resources and education.
In 2022, we formed the Multicultural Consortium for Responsible Drinking (MCRD) in partnership with influential members of the Black, Latino, and Native American communities, including law enforcement, faith-based and media organizations.
This past year the MCRD reached over 1.6 million people in these communities raising awareness on the risks of alcohol-related harm.
Diageo in the Community
September 2024
L'Attitude 2024
August 2024
Martha’s Vineyard Chief Diversity Officers’ Summit
July 2024
UnidosUS
July 2024
Essence Festival
July 2024
National Urban League Conference
June 2024
Cannes Lions International Festival of Creativity
May 2024
Asian Pacific American Institute for Congressional Studies (APAICS) Leadership Summit
March 2024
NAACP Image Awards
February 2024
GreenBiz 2024
January 2024
National Action Network Breakfast Honoring Dr. Martin Luther King Jr.
Partnering with the Industry
10mm
By 2030, we intend to educate 10 million people worldwide on the dangers of underage drinking.
Diageo is a founding member of Responsibility.org and has long supported the organization's mission to end drunk driving, prevent underage drinking, and empower adults to make a lifetime of responsible alcohol choices.