Diageo Chief Executive Ivan Menezes recently launched the new DRINKiQ interactive experience at the Guinness Storehouse, St. James Gate, Dublin. DRINKiQ is a resource and training programme designed to help individuals make responsible and informed choices about drinking or not drinking. The DRINKiQ interactive experience is a unique tool which will provide people with information including how alcohol effects the body, alcohol’s place as part of a balanced lifestyle and nutrition, calorie and alcohol content information for alcoholic beverages, including Diageo products.
Diageo Ireland is launching this new interactive platform as part of the overall visitor experience at the Guinness Storehouse and will deliver DRINKiQ training to up to 300,000 visitors annually.
The investment in the new exhibit reaffirms Diageo’s position as the industry leader in responsible drinking, and helps fulfil the company’s global target of training 1 million responsible drinking ambassadors by 2020.
Ivan Menezes, Chief Executive, Diageo said: “We are absolutely committed to ensuring people have the best possible information in order to make informed choices about drinking or choosing not to drink. We know that people are increasingly discerning about what is in their glass and want information that is easy to understand and relevant to them. This new interactive exhibit is an engaging way to share responsible drinking information and will allow us to educate huge numbers of people at the home of one of our iconic global brands.”
At the unveiling, Oliver Loomes Country Director Diageo Ireland said “Every day the Guinness Storehouse at St. James Gate welcomes visitors from all across the world who look forward to visiting this historic site and learning about Guinness, a truly global brand. At Diageo we are committed to tackling alcohol misuse and the Guinness Storehouse is now providing a unique opportunity to engage with hundreds of thousands of people on the facts about alcohol, educating and empowering visitors to make informed decisions around alcohol.”
DRINKiQ.com includes useful tools such as a simple to use ‘Drinks Calculator’, to help people calculate and track their alcohol and calorie intake. It also provides responsible drinking tips and advice on how food, age, size and gender affects how the body processes alcohol, alongside the ‘What’s In Your Drink’ tool. To find out more about DRINKiQ, understand how alcohol is made, or explore the effects of alcohol on the body, visit www.drinkiq.com.
Pictured: From left Mark Sandys, Global Head of Beer and Baileys, Diageo; Ivan Menezes, CEO, Diageo; Oliver Loomes, Country Director Ireland, Diageo; and Paul Carty, Managing Director, Guinness Storehouse