Beverages containing alcohol have been consumed for thousands of years. Treated responsibly, alcohol is associated with enjoyment and celebration. We are proud of the role our brands play in the lives of so many African people but we also acknowledge that excessive or inappropriate patterns of alcohol consumption may cause health and social concern.
Across all our businesses, all our advertisements, promotions and innovation comply with the Diageo code of marketing practice. The code applies over and above compliance with the laws in the region and is regularly reviewed.
Those who serve alcohol in bars can often influence the way in which it is consumed. Diageo is a strong supporter of bartender training that helps to put this influence to good use. Bartender training programmes are underway in many of our African markets. The objective of these programmes is to train bartenders and bar managers in the appropriate technical skills and provide education on health and hygiene, alcohol facts and serving alcohol beverages responsibly. These programmes are underway in:
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Guinness Nigeria - so far 432 bartenders and bar managers across 12 cities have been trained with plans to train more this year.
East African Breweries Ltd (EABL) - over the last 3 years, 3,500 bartenders have gone through this programme.
Seychelles Breweries have been running a training programme since 2001 and to date 130 of the 150 registered Seychelloise bartenders have been trained.
Guinness Ghana has recently launched a bartender programme in Accra and aims to train over 5000 bartenders by the end of this year. |
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Many of our Africa businesses support campaigns against drink driving to raise awareness of the risks of drinking and driving and back up local legislation laws.
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Seychelles Breweries recently launched their 'Designate a Driver' campaign in collaboration with the Drug and Alcohol Council and Ministry of Health. It works on the principal of nominating an associate to abstain from drinking for the evening to drive others home.
In South Africa, we launched the 'No 1 Taxi Driver' competition, endorsed by the Department of Transport, to encourage taxi drivers to actively make the roads of South Africa safer. This success of this programme has led to it being rolled out to additional regions this year.
All our major businesses in Africa conduct seasonal drink drive campaigns during the festive periods of Christmas and Easter and include responsible drinking messages on all their advertising and promotional material.
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| Responsible drinking programmes are not exclusive to bartender and drink driving projects, although they are effective in tackling issues most prevalent in society. Seychelles Breweries recently piloted some education materials that present facts about alcohol to a number of primary and secondary schools. These materials were initially developed by Diageo and the Teachers Advisory Centre for Alcohol and Drug Education (TACADE) as part of the national curriculum for Great Britain schools which demonstrates their relevance to young people all around the world. |
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