Diageo’s ‘Fancy That!’ Campaign Promotes Smarter Drinking Choices
Diageo GB has introduced ‘Fancy That!’, a fresh campaign encouraging people to better understand alcohol units and make more mindful drinking choices. The initiative is part of DRINKiQ, Diageo’s global platform for responsible drinking education.
Clarifying Alcohol Facts
The campaign clearly explains that one unit of alcohol equals 10 milliliters or 8 grams of pure alcohol. It emphasizes that the effects on the body depend on the total number of units consumed, not simply the alcohol by volume (ABV) percentage of a drink.
Challenging Common Myths
“With so many myths about the real strength of popular drinks, trying to manage your alcohol intake can become confusing. At the heart is an outdated and misguided idea that distilled spirits are somehow less appropriate for moderation compared to beer or wine,” said Ian Smith, Corporate Relations Director for Diageo GB and Chair of the UK Spirits Alliance.
According to Smith, spirits can play a meaningful role in the growing trend toward moderation, thanks to their versatility and ease of mixing. He added that ‘Fancy That!’ will help dispel misconceptions and show that moderation is not about restriction but about enjoying drinks responsibly.
Campaign Reach
The campaign is featured across Stonegate pubs through various digital channels and will run until the end of November.
Author’s Summary
The ‘Fancy That!’ campaign by Diageo redefines moderation by promoting awareness of alcohol units and dispelling myths about spirits through engaging education and responsible enjoyment.