Diageo Portman Group News

Diageo revamps website to provide 'greater transparency' following revised UK drinking guidelines


By Rebecca Stewart | Trends Editor

January 19, 2016 | 2 min read

Diageo wants to “arm consumers with comprehensive nutritional and alcohol information” about its brands, including Johnnie Walker and Smirnoff, through its revamped responsible drinking website DrinkIQ.com.

Not content with being the first multi-national drinks firm to voluntarily commit to displaying alcohol content and nutrition information on its packaging, the company wants to extend this transparency online.

Just a few weeks ago, the UK government issued revised drinking guidelines stating that both men and women should drink no more than 14 units of alcohol over the course of three days or more – almost halving the previous limit recommended for men.

Diageo’s new website contains a digital package to help customers monitor their alcohol consumption – including a drinks calculator, a ‘What’s In Your Drink’ tool and responsible drinking tips.

The site is available across 24 countries and 12 languages, and has been designed to ensure content is tailored to the environment and regulation in the consumer’s location, such as the legal purchase age.

Carolyn Panzer, the drinks giant’s alcohol in society director, said: “As people become more and more interested in their diet and lifestyle choices, we need to play our part. We know that consumers want nutritional information about what they drink – just as they do with the foods they eat; they also want a clear and easy way to know how much alcohol they are drinking.”

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