The Magic of Moderate Drinking Encourages Responsible Consumption
Laura McQuarrie — December 1, 2023 — Marketing
References: diageo
For the holiday season this year, Diageo launched The Magic of Moderate Drinking as its new global responsible drinking campaign, spotlighting how people can savor more by drinking mindfully. The film features brands like Guinness, Johnnie Walker, Tanqueray 0.0 and Seedlip, and different drinking preferences that help people feel their best and celebrate responsibly. While some people prefer to space out their drinks with water and food, others enjoy non-alcoholic versions of their favorites.
"I love this campaign as it shows that you don't have to compromise on fun in order to moderate your drinking," says Kate Gibson, Global Society Director, Diageo, "This is challenging outdated perceptions about responsible drinking and demonstrates you can still have a great celebration."
Diageo's website includes resources on promoting positive drinking, as well as a DRINKiQ Quiz and other ways people can drink better, not more.
"I love this campaign as it shows that you don't have to compromise on fun in order to moderate your drinking," says Kate Gibson, Global Society Director, Diageo, "This is challenging outdated perceptions about responsible drinking and demonstrates you can still have a great celebration."
Diageo's website includes resources on promoting positive drinking, as well as a DRINKiQ Quiz and other ways people can drink better, not more.
Trend Themes
1. Global Responsible Drinking Campaign - Diageo's The Magic of Moderate Drinking campaign promotes responsible consumption and challenges outdated perceptions about drinking.
2. Mindful Drinking Preferences - The campaign highlights different drinking preferences, including spacing out drinks with water and food and opting for non-alcoholic versions of favorite drinks.
3. Promoting Positive Drinking Culture - Diageo's website offers resources and tools, like the DRINKiQ Quiz, to help people drink better, not more.
Industry Implications
1. Alcohol Beverage Industry - The campaign creates opportunities to shift consumer behavior towards more responsible drinking choices within the alcohol beverage industry.
2. Non-alcoholic Beverage Industry - The focus on non-alcoholic versions of popular drinks presents an opportunity for the non-alcoholic beverage industry to cater to mindful drinkers.
3. Health and Wellness Industry - The campaign aligns with the growing health and wellness trend, providing opportunities for businesses in this industry to target consumers looking for responsible drinking options.
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