The drinks giant is conducting research across its 180 international markets aimed at coming up with a global message. Sensible drinking messages are one of the proposals in the government’s Alcohol Harm Reduction Strategy, which threatens
legislation if no voluntary progress is made by 2007.
Diageo says improving public awareness about alcohol units is also a priority for 2005, after its own research showed 74% of 18 to 24-year-olds did not know recommended daily levels.
It plans to promote responsible drinking through consumer press activity and promotion of the Portman Group’s Drink Aware website.
Kate Blakely, Diageo’s head of social responsible retailing, said: “Consumers hear much about binge drinking but it appears they don’t fully understand the health consequences.”