Diageo launches new responsible drinking campaign "Know When to Stop" for the holiday season

Kate Gibson, Global Director of Diageo in Society said "We know the holidays are an important time of year for people to be getting together and celebrating. This campaign is a fun, festive reminder that there's a happy limit to everything and the holidays are best enjoyed in moderation, be that drinking, eating, or binge-watching." Kate Gibson, Global Director of Diageo in Society said"We know the holidays are an important time of year for people to be getting together and celebrating...

Kate Gibson, Global Director of Diageo in Society said "We know the holidays are an important time of year for people to be getting together and celebrating. This campaign is a fun, festive reminder that there's a happy limit to everything and the holidays are best enjoyed in moderation, be that drinking, eating, or binge-watching."

As part of the campaign, Diageo commissioned a survey of adults in the U.K. to gauge people's feelings and attitudes toward holiday indulgences and experiences. Nearly a fifth (17%) report they didn't get to celebrate the winter holidays the way they wanted to in 2020 and plan on making up for it this year:  

The digital animations were created by an award-winning illustrator. Cari Vander Yacht, said "I wanted to visually capture the sort of manic nature of 'too much of a good thing' which was central to the overall idea of moderation. I like tales of human folly, so I tried to capture that in a festive, over the top way."

The global campaign has been designed to signpost adults to DRINKiQ - a global resource to help people make responsible choices about drinking, or not drinking. DRINKiQ is available in 16 languages and 35 country sites and is a dedicated responsible drinking website that provides training, information and practical advice on alcohol and its impact on the body, along with a range of resources to encourage moderate consumption.

Speaking on the online resource, Kate Gibson added, "DRINKiQ is a great place for people to go to find out more about alcohol, the impact it can have on their bodies, and the importance of drinking in moderation."

Survey Methodology

Source: Kelton Global, a Material Company, and Diageo commissioned studies of 1,007 legal drinking-age consumers in the U.K. about their feelings and attitudes toward holiday indulgences and experiences.

For further information please contact:

[email protected] 
07803 856 200

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow us on Twitter and Instagram for news and information about Diageo: @Diageo_News and @Diageo.

Photo: https://mma.prnewswire.com/media/1692013/Diageo.jpg