Diageo hits out at BBC Panorama claim

Diageo has hit out at claims made by the BBC Panorama programme that money invested in the drinks company by Comic Relief could compromise the charity’s “core values”.

Diageo has said that it “strongly refutes” any suggestion it does not support responsible drinking

In a recent investigation, documentary programme BBC Panorama discovered that millions of pounds raised by UK charity Comic Relief had been invested in funds with shares in arms, tobacco and alcohol, claiming the largest alcohol producer to receive investment was Diageo.

Since Comic Relief pays out its donations to other charities over several years, it invests millions of pounds in the stock market in order to “deliver the greatest benefits to the most vulnerable people”.

BBC Panorama reporter Declan Lawn claimed that: “Comic Relief had more than £300,000 invested in shares in the alcohol industry despite its mission statement saying that it is ‘working to reduce alcohol misuse and minimise alcohol-related harm’. The majority was invested in Diageo, which manufacturers dozens of alcoholic drinks.”

However, Diageo has hit out at the suggestion that its own values conflicted with Comic Relief’s mission statement.

Allison Dowling, corporate relations director for Diageo GB, told The Spirits Business: “Diageo strongly refutes any suggestion that Comic Relief’s ambition to work to reduce alcohol misuse is in some way at odds with its own mission in promoting responsible drinking.

“Diageo works with many partners to play its role in tackling alcohol misuse and supports many programmes across the UK and around the world, from safe city centre schemes such as Purple Flag, to funding proven education programmes like ‘Smashed’ in schools.”

Earlier this year Diageo, along with several other global alcoholic drinks companies, agreed to back a series of new initiatives outlined by The International Centre for Alcohol Policies (ICAP), designed to strengthen and expand existing efforts to reduce the harmful use of alcohol.

In July, Diageo also released a marketing video on YouTube that ridiculed those who had been drinking excessively and were subsequently staggering or falling over. “We know that drinking to excess is a serious issue – but our primary concern is to be effective,” said Malcolm D’Sa, marketing innovation director for Diageo Western Europe. “The message, that drinking can have harmful consequences, is still in there and it is a strong message. We’ve just approached it in a different way.”

Comic Relief also said that its investments were made within legal guidelines in order to “yield the best possible financial return”.