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Diageo has lined up an arrangement with online retailer 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.” 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.

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