Diageo is piggybacking the festive season with a refreshed push to promote “thoughtful hosting” and responsible drinking.
The third instalment of the group’s global moderation platform, ‘The Magic of Moderate Drinking’, sees the Johnnie Walker owner partner with bartender Ryan Chetiyawardana (aka Mr Lyan) and brand ambassador Jenna Ba to offer hosting advice in a YouTube video (below). Running globally from today (2 December), the campaign will feature at out-of-home sites in the UK, including London Waterloo railway station and Westfield shopping centre, as well as, from 15 December, in Times Square in New York.
The centrepiece is a new ‘Hosting Handbook’ featuring drink recipes for serves such as the ‘0.0range Martini’ and ‘Baileys Midnight Mint’, along with moderation techniques and hosting tips. The handbook is available in PDF format through Diageo’s website.
Earlier this month, multi-category group Stock Spirits commenced a responsible drinking activation, suggesting consumers take a 20-minute break between alcoholic drinks.
