How Diageo’s DRINKiQ online tool is saving lives

By Hilary Kimuyu

Regarded as the industry’s first e-learning tool, Diageo DRINKiQ provides consumers with the information they need to make positive decisions about drinking responsibly, and to tackle myths about drinking alcohol.

The tool is on DRINKiQ.com in the UK, US, Australia, and other countries, including Kenya, South Africa, and Nigeria, with localised versions.

The mobile-friendly online tool is the first of its kind within the alcohol industry, using interactive learning and tests to give people information about the content of their drinks; how alcohol is made and the different ways it can impact their bodies; how to keep track of their alcohol intake; and how to pour a standard measure of spirits, wine or beer. It also displays the “truth” about “common myths” concerning alcohol.

To this end, the company has significantly enhanced the nutrition, calorie, and alcohol content information available about all its brands. This includes a breakdown of calories, carbohydrates, and protein, as well as, for the first time, detailing saturated fat, sugar, caffeine, and sodium content. This new information is now available on its responsible drinking website – DRINKiQ.com.

DRINKiQ.com includes new tools such as a simple to use ‘Drinks Calculator’, to help people calculate and track their alcohol and calorie intake. It also provides responsible drinking tips and advice on how food, age, size, and gender affect how the body processes alcohol, alongside the enhanced ‘What’s in your Drink’ tool. The site also includes the truth behind common myths about alcohol consumption.

Diageo is doing this by offering a free online resource and expert advice on how to enhance general physical and mental well-being, and where to find professional assistance where needed.

The information is based on academic and medical research compiled and approved by internationally recognised industry bodies, and includes important alcohol consumption guidelines, policies, and regulations rubberstamped by governments around the world.

In addition to the informative online resource, DRINKiQ offers a course and quiz, which visitors to the DRINKiQ website can take to determine the effects of alcohol on them, and to gauge whether their relationship with alcohol is a responsible one.

At the same time, Diageo is continuing to help consumers make smart choices regarding the intake of alcohol. The company has made DRINKiQ e-learning tool freely available to employers of people who serve and sell alcohol, to help them educate consumers and raise collective knowledge about alcoholic beverages, including alcohol content and nutritional information per typical serve.