Thursday, 01 April 2021 10:02

By Lehlohonolo Lehana.


Diageo SA is urging South African’s to carefully consider their own health and safety and that of those around them by making responsible drinking choices this Easter period and beyond. The company is supporting South Africans and consumers through its DRINKiQ tool which is built on encouraging responsible consumption of alcohol.  

Diageo’s DRINKiQ campaign will strengthen and support efforts to discourage irresponsible drinking behaviours, particularly drinking and driving, as South Africans make their way to their various holiday destinations over this Easter period.

In partnership with the Road Traffic Management Cooperation and the South African National Council on Alcoholism and Drug Dependency Soweto (SANCA), Diageo SA through their DrinkiQ campaign will this week embark on several road safety activations in key areas including Montrose Shell Garage in Harrismith to increase awareness of the dangers of drunk driving as well as drinking habits amongst the public.

"Each year, during the Easter holiday season, a large number of road related injuries and fatalities are attributed to drinking and driving. We are using this period as another opportunity to raise awareness amongst consumers about the considerable impact that their behaviour has on their health and safety and that of those around them so that we might help reduce the number of these incidences and also help save lives," says Lebogang Mashigo, DrinkiQ Campaign Manager at Diageo South Africa.

Diageo’s DRINKiQ initiative, which provides evidence-based information about alcohol consumption to the public, was officially launched at the start of this year. In partnership with SANCA and local comedian and radio personality, Felix Hlophe, the initiative is aimed at encouraging South African consumers to make more responsible drinking choices.

SANCA has since activated the DRINKiQ campaign at five of its community outreach sites in Soweto, as well as at high traffic malls, and initiated educational talks on alcohol at clinics.

Road users will also have access to informative handouts, receive educational pamphlets and have the opportunity to discuss with representatives about the DRINKiQ and other responsibility initiatives such as Drive Dry and stand a chance to win Uber vouchers and other exciting prizes.

Hlophe, who is using his fanbase and social media following to educate and inform on responsible drinking choices, will be sharing interesting and informative information during this holiday period.

In addition to these Easter responsible drinking activations, Diageo SA is encouraging the public to visit its DRINKIQ campaign website for a comprehensive digital library of useful information on alcohol consumption and how they can practice more responsible consumption and have more safe and enjoyable experiences. offers individuals – whether they drink or not - a free bank of evidence-based information on alcohol consumption and its effects, as well as professional advice, and guidance on where to find help of needed.

Consumers are encouraged to visit the new website on and take the DRINKiQ quiz and learn what their own alcohol knowledge is before making any irresponsible decisions.

For those that need help with alcohol abuse, can visit