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Diageo Northern Ireland – a responsible company

The business issue

Diageo is the world’s leading premium drinks business. With it global vision, and local focus, Diageo has an outstanding collection of beverage alchol brands. It has substantial presence in, and commitment to Northern Ireland, with four sites and employing over 400 direct employees.  

Diageo is one of NI’s most important major exporters in the food and beverage sector and prioritises the following four areas: Community Investment; Employee Development; Promoting Responsible Drinking; and Environmental Improvements.

What Diageo Northern Ireland did

Community – Invests at least 1% of it operating profits each year in community and social programmes; provides the opportunity for every employee to participate in volunteering activities; recognises employees who demonstrate outstanding community support through its GIFTED programme; offers financial assistance to a diverse range of projects; and sponsors more than 200 festivals and events in NI each year.

Workplace – Partners four growth process to release the potential of every employee; develops opportunities through the Diageo Academy; accelerates development via KITE middle management programme and graduate schemes.

Promotes Responsible Drinking – Actively engages its employees as ambassadors for responsible drinking by raising awareness and influencing behaviour and works with a range of stakeholders to help tackle the misuse of alcohol and encourages responsible drinking.

Environment – Clear targets have been set including zero waste to landfill, reduction of water usage, 100% recycling of all waste packaging materials and reduced greenhouse gas emissions.

Diageo communicates goals and objectives to staff through, monthly team briefs; site newsletters; plasma screens; noticeboards; employee consultative forum and the intranet. 

Impact

  • In 2009, Diageo committed £23.4m in social projects globally
  • Sales & Marketing committed four days, per employee (80 of) each year to volunteering and business mentoring
  • 200 volunteering days per year by Belfast packaging site staff
  • £10k donated by Bushmills to NI Chest Heart & Stroke Association, along with 100 volunteering days
  • Matched every pound fundraised by staff
  • 90% of employees believe in and are committed to Responsible Drinking goals
  • Water usage has been reduced by 21% in 2 years and energy by 10%
Diageo Northern Ireland - NI Responsible Company of the Year 2010

Graham Sutherland, CEO, BT, Michael McCann and Lynn Graham, Diageo with Business in the Community Chair, Paul Rooney

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