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November 10, 2020

Diageo partners with JD.com for responsible drinking push in China

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

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

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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.

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

Related Companies

Free Whitepaper
img

Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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