Alcohol in society
Here we detail the basis of calculation for the following metrics:
- Baseline and target setting
- Compliance with the Diageo Marketing Code
- Responsible drinking reminders on above-the-line marketing material
- Responsible drinking initiatives
- Effective industry codes in place.
Baseline and target setting
Diageo’s alcohol in society targets were set in the financial year ended 30 June 2010. Progress against baseline data is not relevant as each target measures a point in time, ending 30 June 2012.
Compliance with the Diageo Marketing Code
Breaches are reported as an estimated percentage of total marketing executions. The calculation considers the number of internally-reported breaches of the Diageo Marketing Code as a percentage of the total number of marketing projects submitted through SmartApprove in the year ended 30 June 2012.
Responsible drinking reminders on above-the-line marketing material
Technical regulatory managers in each region performed a manual review and assessment of our active product listings to determine our compliance with our current Diageo Alcohol Beverage Information Policy, including whether www.drinkiq.com appeared on our labels. While the results are not absolute, given our total number of global SKUs, they are sound and accurately reflect the current status of our brands.
Responsible drinking initiatives
Performance is based on internally-reported initiatives through a network of corporate relations leaders in each of our markets.
Effective industry codes in place
Performance is based on internally-reported initiatives through a network of corporate relations leaders in each of our markets and a review of industry databases.