A Drinking Culture on the Rocks How Diageo used research to inform its corporate relations strategy Andrew Therkelsen Director GfK Elizabeth Greene Head of Communications Diageo Australia
Diageo, the world s leading premium drinks company Ambition to be the most trusted and respected consumer products company
Creating a positive role for alcohol in Australian society Alcohol misuse can damage Diageo s reputation, the reputation of its brands, and impact its licence to operate It s about promoting quality over quantity
Australia s drinking culture is in the spotlight Perception that alcohol related harm and violence is increasing But statistics show Australia becoming a more moderate drinking culture
Diageo wanted research to bring the consumer voice directly into its corporate relations strategy Shape future partnerships and programs Position Diageo as a leader in creating a more positive drinking culture
Our approach 4 stage process Hypotheses sharing Stakeholder interviews Qualitative (3 ways) Quantitative measurement
Diageo hypotheses were that not all alcohol is perceived equally Spirits associated with high tempo occasions and big nights out Not trusted in the same way as beer and wine Resulted in higher taxes and restrictions on sales
Stakeholders unanimous: good work not being heard Need for better government and industry collaboration Support for quality over quantity Personal responsibility key
The qualitative research phase was triangulated Online community T Groups Unfocussed Groups
The online community gave us cultural context and diversity of opinion
T Groups helped tease out conflicts 1 2 3 4 We start by putting the spirits advocates in the inner circle. They speak about their experiences, attitudes, desires and fears with regard to spirits The second phase starts with a change of position: The spirits rejecters move to the inner circle, reflect on what they heard, discuss common grounds and then explain their own viewpoint Both groups share their experiences in direct conversation, giving attention to common grounds and discrepancies in attitudes that have emerged. The objective is the constructive exchange of ideas and cooperation Groups move to an immersion room to look at material that will stimulate the debate further and then provide their final pitches
Unfocussed groups provided emotional insights 1 2 Topic matter is introduced to participants Images and quotes from the online community prompt conversation The second half is moderated, probing on themes introduced earlier
On balance, alcohol, and spirits, are thought to do more good than harm
However violence is the number one threat to our happy union with alcohol
Feels too To find the sweet spot of which measures are likely to be successful (and accepted) we can look at what is likely to improve culture by what feels too How to improve the drinking culture in Australia & what feels too Too Higher/'Taxation on all alcohol Doesn't help Higher taxation on spirits 70 60 50 Reduced trading hours (e.g. pubs/bars/nightclubs closing earlier) Lock outs Too Helps 40 Limiting spirits consumption i.e no shots after 12pm 30 20 25 30 35 40 45 50 55 60 65 70 Graphic warning labels on Higher/'The drinking age 20 Higher fines for alcohol products limit for all alcohol types alcohol related negative behaviour Not too Don t help Government guidelines on safe drinking limits Q: G3A Which of the following do you think would help to improve the drinking culture in Australia? Which of the following do you think is causing you to feel that too much is being done? Base: Total Sample (n=1959) Additional security in pubs/bars/nightclubs 10 0 Increased policing on the streets and in public places Increased CCTV presence on the streets and in public places Would help to improve drinking culture Longer prison sentences for alcohol related negative behaviour Education from parents Education Not too in school Helps
Feels too Things that are not too, but unlikely to help include additional security, graphic warnings and Government guidelines How to improve the drinking culture in Australia & what feels too Too Higher/'Taxation on all alcohol Doesn't help Higher taxation on spirits 70 60 50 Reduced trading hours (e.g. pubs/bars/nightclubs closing earlier) Lock outs Too Helps 40 Limiting spirits consumption i.e no shots after 12pm 30 20 25 30 35 40 45 50 55 60 65 70 Graphic warning labels on alcohol Higher/'The drinking age Higher fines for 20 products limit for all alcohol types alcohol related negative behaviour Not too Don t help Government guidelines on safe drinking limits Q: G3A Which of the following do you think would help to improve the drinking culture in Australia? Which of the following do you think is causing you to feel that too much is being done? Base: Total Sample (n=1959) Additional security in pubs/bars/nightclubs 10 0 Increased policing on the streets and in public places Increased CCTV presence on the streets and in public places Would help to improve drinking culture Longer prison sentences for alcohol related negative behaviour Education from parents Education Not too in school Helps
Feels too High taxation on alcohol (and spirits) is not seen as being successful, however is very as it impact all drinkers (not just the problem ones) How to improve the drinking culture in Australia & what feels too Too Higher/'Taxation on all alcohol Doesn't help Higher taxation on spirits 70 60 50 Reduced trading hours (e.g. pubs/bars/nightclubs closing earlier) Lock outs Too Helps 40 Limiting spirits consumption i.e no shots after 12pm 30 20 25 30 35 40 45 50 55 60 65 70 Graphic warning labels on alcohol Higher/'The drinking age Higher fines for 20 products limit for all alcohol types alcohol related negative behaviour Not too Don t help Government guidelines on safe drinking limits Q: G3A Which of the following do you think would help to improve the drinking culture in Australia? Which of the following do you think is causing you to feel that too much is being done? Base: Total Sample (n=1959) Additional security in pubs/bars/nightclubs 10 Increased policing on the streets and in public places Increased CCTV presence on the streets and in public places Would help to improve drinking culture 0 Longer prison sentences for alcohol related negative behaviour Education from parents Education Not too in school Helps
Feels too Those things that are seen as too (but helping) are related to on premise guidelines limiting consumption How to improve the drinking culture in Australia & what feels too Too Higher/'Taxation on all alcohol Doesn't help Higher taxation on spirits 70 60 50 Reduced trading hours (e.g. pubs/bars/nightclubs closing earlier) Lock outs Too Helps 40 Limiting spirits consumption i.e no shots after 12pm 30 20 25 30 35 40 45 50 55 60 65 70 Graphic warning labels on alcohol Higher/'The drinking age Higher fines for 20 products limit for all alcohol types alcohol related negative behaviour Not too Don t help Government guidelines on safe drinking limits Q: G3A Which of the following do you think would help to improve the drinking culture in Australia? Which of the following do you think is causing you to feel that too much is being done? Base: Total Sample (n=1959) Additional security in pubs/bars/nightclubs 10 0 Increased policing on the streets and in public places Increased CCTV presence on the streets and in public places Would help to improve drinking culture Longer prison sentences for alcohol related negative behaviour Education from parents Education Not too in school Helps
Feels too Initiatives which help to educate or punish the individual (rather than all drinkers) are seen as likely to help without being too How to improve the drinking culture in Australia & what feels too Too Higher/'Taxation on all alcohol Doesn't help Higher taxation on spirits 70 60 50 Reduced trading hours (e.g. pubs/bars/nightclubs closing earlier) Lock outs Too Helps 40 Limiting spirits consumption i.e no shots after 12pm 30 20 25 30 35 40 45 50 55 60 65 70 Graphic warning labels on alcohol Higher/'The drinking age Higher fines for 20 products limit for all alcohol types alcohol related negative behaviour Not too Don t help Government guidelines on safe drinking limits Q: G3A Which of the following do you think would help to improve the drinking culture in Australia? Which of the following do you think is causing you to feel that too much is being done? Base: Total Sample (n=1959) Additional security in pubs/bars/nightclubs 10 0 Increased policing on the streets and in public places Increased CCTV presence on the streets and in public places Would help to improve drinking culture Longer prison sentences for alcohol related negative behaviour Education from parents Education Not too in school Helps