The global campaign will continue throughout 2024. It will be amplified across out of home advertising (OOH) including in main London underground stations and will feature on Diageo social channels. Amplified across the world, major markets including Great Britain, North America, China and Brazil will tap into moments for moderation throughout the year to share the campaign, from local occasions to key sporting events.  

Supporting the launch of the campaign, Diageo created a new and refreshed dedicated positive drinking page on its website. The site will be host to resources such as DRINKiQ and demonstrate the latest responsible drinking work from Diageo and its brands. 

Diageo is committed to changing the way the world drinks for the better by promoting moderation and addressing the harmful use of alcohol. This is a core pillar of Diageo’s 10-year sustainability plan, Society 2030: Spirit of Progress, which includes an ambition to reach one billion people with messages of moderation by 2030.