Our role in society

Our brands are made with pride, and made to be enjoyed – responsibly.

Leadership in alcohol: A lady holding water bottle and Smirnoff drink

Alcohol has long been associated in many parts of the world with enjoyment and celebration. As South Africa's leading premium Drinks Company, Diageo is committed to promoting responsible drinking and combating alcohol misuse. Our premium portfolio lends itself to responsible drinking and appreciating quality; hence we are proud of the role our brands play in the lives of so many people. We also acknowledge that excessive or inappropriate patterns of alcohol consumption may result in health or social problems.

We are committed to working with order industry players to drive positive changes in attitudes and behaviours towards alcohol and seek to be at the forefront of industry efforts to promote responsible drinking and combat misuse.

Diageo has partnered with leading global alcohol producers to help the World Health Organization (WHO) reduce harmful drinking in the following areas:

  • Reducing underage drinking
  • Strengthening and expanding marketing codes of practice
  • Providing consumer information and responsible product innovation
  • Reducing drinking and driving
  • Enlisting the support of retailers to reduce harmful drinking.