Orient - The Official Magazine of the British Chamber of Commerce Singapore - Issue 66 May 2018 - Page 40
(contd.) IN FOCUS INTERVIEW WITH THE EDITOR: SAM FISCHER, PRESIDENT, GREATER CHINA & ASIA, DIAGEO By Lucy Haydon
Diageo has a clear commitment to ensuring your products are enjoyed responsibly, showcased at our own BritCham Ball event in December 2017 when a floor-to-ceiling #jointhepact anti-drink and drive pledge board from Johnnie Walker was signed by many of our guests. What steps can you take to ensuring alcohol plays a positive role in society? Responsible drinking is a significant piece of our company mission and culture and our efforts start with role-modelling and advocacy, like the Johnnie Walker #jointhepact movement. As an industry leader, we recognise our responsibility in ensuring that alcohol is consumed in moderation. Irresponsible drinking is damaging not only to people and communities, but to our business and reputation, so it plays an important part in what we do across all markets. Our efforts are often in partnership with governments such as teaching programmes within communities, clear labelling standards and the education of appropriate alcohol amounts. In Our education programme DRINKiQ trained more than 37,000 people in 2015, including hospitality industry trainers, students, traffic police, bus drivers, members of the lifestyle media and professional sports clubs. In the emerging markets we have focused more on underage drinking through Smashed, a theatre programme which is being rolled out in Taiwan, China, Thailand, Australia, Indonesia, Cambodia and Vietnam. We also take our individual brand missions and use those stories through our marketing efforts to communicate the message at a product level to consumers. This is a core purpose of the brand rather than paying lip service to the issue.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer – a business built on the principles and foundations laid by the giants of the industry. Every year Diageo companies produce more than 6.5 billion litres of spirits, from more than 100 manufacturing sites in 30 countries. Brands in the Diageo portfolio include internationally recognised products such as Johnnie Walker, Smirnoff, Captain Morgan, Baileys, Tanqueray, and Guinness but expand to a collection of over 200 brands enjoyed in more than 180 countries. For more information visit www.diageo.com.