Ensuring Corporate Sustainability through Social Responsibility: Diageo and Responsible Drinking
Global and national concerns over the health and social problems associated with alcohol abuse pose a serious challenge to the alcohol industry's license to operate. This chapter shows how Diageo has responded to this challenge in the Asia Pacific region. Recognizing that addressing alcohols's impact on society is critical to its corporate sustainability, Diageo developed an overarching corporate social responsibility program that aimed to raise awareness about responsible drinking. The company's Responsible Drinking activities have shown that corporate social responsibility can enhance corporate reputation and help the company build strategic relationships with stakeholders.
Diageo Asia Pacific Pte Ltd, alcohol industry, responsible drinking, alcohol misuse
Business Law, Public Responsibility, and Ethics
Winning Corporate Reputation Strategies: Lessons from Asia Pacific
City or Country
Chong, Mark. 2012. "Ensuring Corporate Sustainability through Social Responsibility: Diageo and Responsible Drinking." In Winning Corporate Reputation Strategies: Lessons from Asia Pacific, edited by Mark Chong and Jin Montesano, 31-55. Singapore: McGraw-Hill.