Giving bartenders a “Hand Up” with a mentorship program
We Are All Able: employees driving progress through inclusion
One of our interns at Shieldhall packaging site in Scotland
We've set out to champion inclusion and diversity as one of the central aims of our Society 2030: Spirit of Progress ambition – and our employees are at the heart of driving change. One of the ways our people can make a difference is through our Business and Employee Resource Groups around the world, where employees can start thought-provoking conversations and introduce initiatives to create a sense of belonging and opportunities for all.
Creating opportunity for people with disabilities
The We Are All Able resource group is a great example. At our Shieldhall packaging site in Scotland, We Are All Able saw an opportunity to build a more inclusive workplace by introducing an employment and development programme for people with a disability. The award-winning ‘We Are All Able’ initiative has created three six-month internships for registered disabled workers which are tailored to each employee’s physical, mental and workplace needs. Supported and paid for by the government-funded employability agency, Fair Start Scotland, in 2021 the ‘We Are All Able' programme began recruiting for its second intake of interns.
Building understanding and awareness
Ensuring all 400 Shieldhall employees understand what it means to be disabled has been crucial to the success of the programme. In partnership with Enable Scotland, the We Are All Able team has delivered a series of training courses covering topics such as autism awareness, sensory impairment, and assistive technology.
In 2021, Shieldhall was awarded an Inclusive Workplace Award through the Scottish Union of Supported Employment (SUSE).
Hear from our Shieldhall team and find out more about the ‘We Are Able’ programme here.
Drinkiq features on 702
How much do you know about alcohol and its effects on your body? What’s your DRINKiQ? We featured on the 702 Breakfast with Bongani Bingwa show to reward listeners for finding out by taking the DRINKiQ Quiz.
This is a super simple ten question quiz to test one’s knowledge on the effects of drinking. Based on our global responsible drinking agenda to promote positive drinking, its purpose is to give anyone, regardless of their current circumstances, the facts, tools and support to help make informed choices about your relationship with alcohol and drinking.
Bongani called listeners to answer a quiz-related question on air. If they get the question right, they could win exciting prizes. A massive thank you goes to all who made this campaign a success!
Soccer personalities partner with Diageo to change attitudes towards drink driving
We changes lives by saying YES!
The youth unemployment rate in South Africa reached a staggering high of 66.5 % last year with females being the most impacted due to as social and structural barriers. As Champions of Inclusion and Diversity we felt obligated to tackle this issue through sustained and coordinated action. This is a part of Society 2030: Spirit of Progress 10-year action plan.
We are, therefore, very proud of our partnership with the Youth Employment Service (YES!) to launch this year’s Learning for Life program. YES! facilitated our collaboration with Edunova, an NPO in the education sector, where the youth will be working as IT Lab assistants in schools.
We began this journey by ensuring that we include the most important people in our business: our employees. Hence, beneficiaries of this program are people who have some relation to our employees. As a direct reflection of the above-mentioned statistic, we received over 170 applications.
We believe that this is an opportunity for the youth to be a beacon of hope for their families, households and communities.
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 changed the attitudes of over 25 000 learners, focusing particularly on areas where underage drinking is most prominent.
Raising the Bar: our $100 million commitment to helping hospitality recover
One of Diageo’s Raising the Bar hygiene and sanitation kits
The Covid-19 pandemic has hit many of our stakeholders hard – and we've kept up the momentum of our work to support them. In addition to our immediate steps to donate masks, hygiene products, and alcohol to make more than ten million bottles of hand sanitiser, as well our initiatives to help employees and suppliers, we made sure we supported the hospitality workers and owners who play such an important part in their communities, and for our business.
Reaching thousands of bars, restaurants and staff – and their local economies
In June 2020 we launched our $100 million Raising the Bar commitment to support the recovery of the hospitality sector around the world. The programme has already reached over 39,000 venues with support such as hygiene and sanitation kits, furniture for outdoor spaces and solutions for table reservations and contactless ordering.
This support is felt in local economies. 60% of the procurement spend funded by Raising the Bar has been locally sourced. In some countries, such as India, Brazil, and China, nearly 100% of procurement spend has been local.
We're also supporting people through training and resources. We have trained over 37,000 bar staff on Covid-19-related protocols to ensure safe operations. Our Diageo Bar Academy is also helping bar owners and staff with training and content – a record 1.6 million people used its resources this year – and has added extra support for the mental health of bar employees during times of crisis through www.DBA.com.
A global approach, with a focus on the underrepresented
Raising the Bar is tackling the immediate issues facing hospitality all over the world – and it is also supporting work to strengthen the sector in the long term through inclusion and diversity. Diageo North America, for example, has placed a particular focus on small businesses in at-risk communities, as well as supporting 25 Historically Black Colleges and Universities with $10 million lifetime endowments for scholarships and grant programmes.
In India, we pledged £4.5 million to provide infrastructure and equipment in support of the Covid-19 response, and Raising the Bar has supported 1,500 outlets and trained over 3,000 bar staff. In Australia, we've supported over 1,500 businesses, and reached over 4,500 people through Covid safety related training. Programmes are underway in Brazil, China, Kenya, Mexico, Uganda and the United Kingdom, among other countries.
Keeping the Lights On – supporting pubs in Ireland
In Ireland, as Christmas 2020 approached with pubs still closed, Guinness launched #KEEPTHELIGHTSON, which invited consumers to embrace their local pubs and pay a visit when they re-opened. On 20 November 2020, beacon pubs across Ireland simultaneously switched on their Christmas lights in a show of unity and to highlight their readiness for a safe reopening – a campaign captured in our film, which you can watch here.
Guinness: good things shouldn't go to waste
Christmas trees fertilized with unsold Guinness
We're always looking for ways to cut back on waste – it is an essential part of our ambition to become sustainable by design. So when pubs had to close during the Covid-19 pandemic, we moved fast to make sure that millions of pints of undrunk Guinness didn't end up poured down the drain, potentially causing problems for wastewater systems and wasting a high-quality, valuable resource.
We decided to collect any unsold kegs and put the beer to good use – including as a fertiliser for Christmas trees and willows, which got the benefit of the beer's rich organic content while giving us the reassurance that it was being disposed of responsibly.
It was a huge operation – we took back more than 500,000 kegs from Ireland and 100,000 from our big overseas markets – but it had an environmentally happy ending. The beer that was not used as fertiliser went through one of two other environmentally sustainable channels: either for compost, or for use in an anaerobic digestion facility producing biogas as a replacement for fossil fuels.