Diageo in collaboration with Guinness Nigeria, is transforming how alcohol consumers perceive and drink alcohol. The British multinational alcoholic beverages company’s e-learning tool, DRINKiQ is a timely intervention to the growing concern of excessive alcohol consumption.
The global consumer campaign which began in London and has reached several Diageo markets including Nigeria highlights factors -such as age and gender- that determine how the body processes alcohol.
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Diageo’s DRINKiQ enables alcohol consumers to discover how responsible drinking can be a part of a balanced lifestyle; in this vein, it educates and empowers them to make positive changes for their wellbeing. Partnering with leading global alcohol producers to hit the set target of training 10million consumers to make better alcohol decisions by 2025, the brand has helped to reduce binge drinking, drunk driving, underage drinking and other forms of harmful drinking.
Yetunde Adegoke (Punch)
