Diageo, the makers of Guinness, Smirnoff and Johnnie Walker, has launched a new global responsible drinking campaign: The Magic of Moderate Drinking.

The campaign shows consumers that by drinking better, not more, they can savour every moment and occasion. The story is told through a hero film which features Guinness, Johnnie Walker, Tanqueray 0.0 and Seedlip, where the host enables guests to experience the ‘magic of moderate drinking’ and shows how responsible drinking can take many different forms.

The global campaign will be backed across by advertising in main London underground stations and will feature on Diageo social channels.

Also supporting the launch of the campaign, is a new and refreshed dedicated positive drinking page on the Diageo website. The site will be host to resources such as DRINKiQ and demonstrate the latest responsible drinking work from Diageo and its brands.

Diageo is committed to changing the way the world drinks for the better by promoting moderation and addressing the harmful use of alcohol. This is a core pillar of Diageo’s 10-year sustainability plan, Society 2030: Spirit of Progress, which includes an ambition to reach one billion people with messages of moderation by 2030.