DrinkIQ from Diageo, body processing alcohol

Guinness owner Diageo has unveiled an online tool that aims to arm consumers with facts to help them drink responsibly.

Available via Drinkiq.com, the new web offering debunks common myths about alcohol and details alcohol content across different types of drink. It also explains what alcohol is, how it is processed by the body, and the different ways it can affect a person.

Interactive tasks ask users to pour standard measures of beer, wine and spirits, and tips help users keep track of alcohol intake when hosting at home or on a night out. To test consumer knowledge, questions such as ‘If I eat a lot of greasy food I can drink more - true or false?’ have also been included. 

Diageo said the mobile-friendly tool, which has also been launched in the US and Australia, with localised versions rolling out to 20 other countries over the coming months, was the next stage in the company’s “commitment to help its consumers make informed choices about drinking, or choosing not to drink”.

“This powerful new online tool, intended to raise collective knowledge about alcohol, allows anyone, anywhere, to quickly get a handle on how drinking affects the body, and gives the tips they need to make the right choices for them,” said Carolyn Panzer, director of alcohol & society at Gordon’s gin maker.

Nutritionist Amanda Ursell added: “For those of us who choose to drink alcohol, the new Drink IQ resource helps us understand the units and calories in all types of alcoholic drinks and shows how each drink compares with others. It is perfect for anyone who wants to better understand what they are drinking - and who seeks advice on drinking moderately and responsibly so they can make smarter choices about what to drink and when.”