Diageo has lined up an arrangement with online retailer JD.com to promote responsible drinking in China.

The companies said late last week that the joint-activation features three initiatives: to advance global standards for responsible drinking, to develop a code of conduct for online sales with industry partners and to promote ‘DRINKiQ’, a responsible drinking education platform. The pair will work on global standards for responsible drinking in conjunction with organisations such as the International Alliance for Responsible Drinking, of which Diageo is a member.

“Bringing positive social impact to every market that we operate in is a mission of Diageo,” said Mark Edwards, MD of Diageo’s China operations. “We are actively advocating for responsible drinking to ensure the well-being of our consumers. Through the partnership with JD, we are confident that we can inspire more Chinese consumers to engage in positive drinking behaviour and hopefully we can contribute to Chinese people’s aspirations towards a “better life” by celebrating life, every day, everywhere.”

JD.com is the largest retailer in China.

In September, Diageo was among the members of the Wine & Spirits Organisation in Denmark to join a coalition of associations calling on the country’s lawmakers to increase the legal purchasing age (LPA) for all alcohol to 18 years. Currently, the LPA for drinks with an abv of up to 16.5% is 16, increasing to 18 for higher-abv drinks.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

See Also:

Corporate Social Responsibility activations around the world – The IARD Digest – October 2020