Promoting Positive Drinking:

South Africa Introduces Smashed Live!

Did you know that 50% of teenagers below the drinking age drink alcohol on a regular basis?

Did you also know that someone who starts drinking under the age of 18, is four times more likely to develop alcohol dependence than someone who starts consuming booze after the age of 20?

One of our aims is to promote the positive role for alcohol in societies by changing the way that the world drinks for the better and tackling underage drinking.

In 2020, DSA piloted Smashed Live, an interactive play which educates students on the dangers of underage drinking and empowers them to make choices to keep themselves and others safe from harm.

Through dramatic theatrical lessons and interactive activities, the programme aims to help increase social awareness and decision-making skills needed to make responsible choices about alcohol when they reach legal drinking age.

It’s amazing to see how the learners’ attitudes are changed through interactive workshops where they are asked to share what they would differently after seeing Smashed!

We are proud to announce that we have delivered this play to 2000 learners in Grades 8 and 9 across Gauteng, focusing particularly on areas where underage drinking is most prominent.

Going forward, we are aiming to have an even wider reach by looking at delivering the program both live and online.

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding portfolio of brands consisting of Johnnie Walker, Crown Royal, J&B, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness and many more. Diageo's alcohol beverages are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

For more information about Diageo, visit and Diageo’s global responsible drinking resource,, for information, initiatives, and ways to share best practice.