Diageo is expanding its DRINKiQ programme – part of the company’s ‘Enriching Communities Policy’.

Developed by Diageo Australia as an induction tool for staff, DRINKiQ is being rolled out in 2008 to reach across the company and beyond. “Diageo is using the programme to engage with any third-party relationship, whether that’s a customer, a distributor, or a sports team we may sponsor,” said Diageo corporate relations director global travel and Middle East, Tim Rycroft.

DRINKiQ sits alongside Diageo’s global campaigns against misuse of alcohol, drink-driving and underage drinking. The site gives information on alcohol content and serving size. Nutrition and ingredients, allergens and responsible drinking.