Social media stars join Diageo’s Drink Positive campaign

Diageo has teamed up with vloggers and social media influencers for the first time to promote its ‘drink better, not more’ responsible drinking message.

Diageo has partnered with social media influencers to further promote its responsible drinking message

The collaboration includes social media personalities, such as vlogger Kate La Vie and the ‘balanced chef’ Ian Haste, as well as US lifestyle Instagrammers Steven Onoja and Caitlyn Warakomski. The aim is to encourage consumers around the world to ‘drink positive’.

Diageo brand ambassadors and past World Class winners will also join the influencers in promoting the responsible drinking message online over Christmas, New Year and Chinese New Year.

Each influencer will share how they plan to enjoy alcohol responsibly over the festive period, in the hope that consumers will be inspired to do the same.

“We know that for many of our consumers, moderation is becoming increasingly aspirational,” commented Carolyn Panzer, director of alcohol and society, Diageo. “In partnering with influencers as well as our ambassadors, who share these values, we can encourage people to drink better, not more.

“By inspiring both our consumers and employees around the world to ‘drink positive’, we’re giving them a reason to start a conversation about responsible drinking that we believe will have real impact this festive period.”