Diageo promotes consumer awareness


Diageo, a global leader in beverage alcohol and the parent company of Guinness Nigeria recently revamped its website drinkiq.com in a bid to offer consumers adequate information about its products to help them make informed choices.

The revised site now includes a breakdown of calories, carbohydrates and protein in all of Diageo’s products, as well as, detailing saturated fat, sugar, caffeine and sodium content in their products.

Diageo said its decision to extend the nutritional information it provides is in response to consumer demand for more nutritional information about what they drink and Diageo’s global commitment in March 2015 to start voluntarily providing nutrition and alcohol content information per standardised serving on all its brands.

Drinkiq.com was first introduced in 2008 when Diageo launched a responsible drinking website. The revised contents of the website indicate that Diageo is truly committed to meeting some of the basic needs of consumers, particularly the right to safety, right to information, and the right to consumer education as enshrined in the United Nation’s Consumer Bill of Rights, among others.

Carolyn Panzer, Alcohol in Society Director, Diageo 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. We believe passionately in helping people to understand what’s in their drink and to make informed choices about drinking or not drinking. Alcohol is alcohol. There is no drink of moderation—only a practice of moderation.”

Described as responsible drinking website, drinkiq.com has key features such as:

  • “An enhanced ‘What’s in your drink’ section which details comprehensive nutritional, and alcohol content per serve information for all of Diageo’s brands, alongside ingredient information. This includes a breakdown of calories, carbohydrates and protein as well as, for the first time, detailing saturated fat, sugar, caffeine and sodium content.
  • A new simple to use, ‘Drinks calculator’ to help consumers easily calculate and track the amount of alcohol they are drinking per serving and how many calories they have consumed for a range of common drinks, instead of expecting them to do the maths.
  • Tips on responsible drinking – including the chance to explore how food, age, size and gender affects how the body processes alcohol,” among others.


According to Diageo, “The revamped drinkiq.com is mobile-friendly and easy to use so that consumers can quickly access information about what’s in their cocktail on their phone whenever they want. The site is available in 24 countries and 12 languages, and has been designed to ensure content is tailored to the environment and regulation in the consumer’s location, particularly legal purchase age.”

Diageo, whose products are sold in more than 180 countries, has notable brands including Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. The company is listed on both the London Stock Exchange and the New York Stock Exchange.


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