In this guest article, Diageo Global Travel Managing Director Andrew Cowan comments on how the drinks group is empowering travellers to enjoy its brands responsibly, with its DRINKiQ.com platform a key asset.
For many adult travellers, enjoying a drink – whether at the airport, onboard a flight or on a cruise – can be part of the celebration or simply a moment of enjoyment during the journey. It might mark the start of a holiday, accompany a meal, or be a way to toast a special occasion. Most consumers who choose to drink do so responsibly.
However, excessive drinking causes harm, not only for a person’s health, but while travelling it can cause distress and disruption for fellow passengers, staff, and businesses. While only a small minority of travellers become disruptive due to alcohol, even one incident is one too many. The UK Travel Retail Forum (UKTRF) estimates that just one in every 640,000 passengers are disruptive, but every traveller deserves a safe and enjoyable experience.
At Diageo, we are committed to changing the way the world drinks for the better, by promoting moderation and tackling the harmful use of alcohol. We want to empower travellers to enjoy our brands responsibly, both while travelling and at home.
At Diageo, we are continually exploring new ways to engage travellers. Our recently refreshed global platform, DRINKiQ.com, is designed to give consumers the facts, tools and support to make informed decisions about alcohol and drinking. Our ‘Make It a Holiday to Remember’ campaign saw Tanqueray 0.0% partner with Heathrow Terminal 5, inviting travellers to test their DRINKiQ through a fun and educational activation. We are also working with our travel retail partners to promote the DRINKiQ quiz.
Beyond our own initiatives, we are proud to support industry-wide efforts to raise awareness of the impact of disruptive behaviour. July saw the return of the ‘One Too Many’ campaign at UK airports, reminding passengers of the consequences of irresponsible drinking. These moments are vital in helping travellers understand how their choices affect themselves and others.
At Diageo Global Travel, we are passionate about creating a travel retail environment where alcohol can be enjoyed responsibly for those who choose to drink, free from harm and disruption. Together with our partners, we are committed to shaping a future where every journey is memorable for the right reasons. ✈
