Diageo ups responsible drinking efforts for CNY

Ahead of the Chinese New Year, international drinks group Diageo has launched its latest effort to encourage revellers to drink responsibly.

Diageo has recruited social media influencers to encourage people to drink responsibly

With more than one billion people expected to ring-in the Chinese New Year, Diageo hopes its latest responsible drinking campaign will encourage consumers to make positive choices about alcohol.

The drinks giant has collaborated with social media influencers around the world, who will share their guides to positive drinking this Chinese New Year.

Carolyn Panzer, Diageo’s director of alcohol in society, said: “For many of our consumers, moderation is becoming increasingly aspirational and we are committed to providing people with the information they need to make positive choices about drinking.

“Encouraging people to celebrate responsibly is a priority for us. With events taking place around the world to mark one of the year’s biggest festivities, we hope to inspire people to drink better, not more, as they welcome in the Year of The Dog.”

Singapore-based Instagrammers, including Drea Chong and Jemimah Wei, will highlight their customs and traditions, taking fans behind the scenes of their new year and offering tips for great celebrations.

Diageo hopes that advice including premixing drinks with standard alcohol measures will help revellers drink responsibly as they ring in the Year of the Dog.

The Drink Positive campaign will launch on Instagram and Twitter today (15 February) and runs across the 15 days of festivities.

Diageo partnered up with current and former Formula 1 drivers for its Join The Pact campaign, which encourages people not to drink and drive.