Diageo Tells Drinkers to ‘Know Your Standards’ in Latest Campaign

Diageo Australia has launched a new responsible drinking campaign that tells consumers to ‘Know Your Standards’. The campaign will be displayed through high impact posters, drink coasters and digital screens in pubs, bars and clubs in Sydney’s CBD and parts of Queensland from Christmas.

The aim of the campaign is to help young adults calculate the level of alcohol in their drink of choice. To do so, campaign visuals will show the number of standard drinks per average schooner of beer, glass of wine or serve of spirit.

Diageo Australia Corporate Relations and Legal Director, Kylie McPherson said the campaign will help consumers understand how much alcohol a drink contains, regardless of the type of beverage.

“When it comes to responsible drinking, we know that it’s not about what type of alcohol a consumer chooses that matters, it’s how much alcohol they’re consuming,” McPherson said.

“Our Know Your Standards campaign prompts consumers to think about how much alcohol they are consuming while they’re at the point of purchase, in pubs and clubs.”

The campaign will run during the peak holiday season for six weeks from Christmas to Australia Day in 72 venues across New South Wales and Queensland.

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