Moments matter more when people drink responsibly. We’re proud of our longstanding role as a champion for responsible consumption and marketing and do this through culture-changing products, programs and partnerships.
From manufacturing to marketing, LION is committed to championing responsible consumption in all that we do. That’s why we’ve invested in products, programs and partnerships to help change drinking culture for the better.
LION is a foundational and ongoing major supporter of the independent, not-for-profit DrinkWise, established in 2005.
DrinkWise is a world-leading social change organisation dedicated to creating a safer and healthier drinking culture in Australia. It achieves this through national education campaigns, partnerships with government, academia, community organisations and industry; and development of practical strategies and resources to promote the responsible use of alcohol.
To learn more about how we support its strategies for behavioural change, please click here for our latest DrinkWise case study.
LION’s flagship consumer education program Alcohol&Me has proudly educated hundreds of thousands of New Zealanders to make smarter drinking choices. Established in 2013, Alcohol&Me offers practical, science-based information about alcohol through free online guides, tools and learning modules or through tailored in-person workplace workshops.
Recently relaunched with a mobile-led platform, Alcohol&Me has partnered with many major New Zealand businesses and organisations across a wide range of industries. Learn more at the Alcohol&Me website.
LION also supports the Life Education Trust’s SMASHED live-theatre education program, through industry funded charity, The Tomorrow Project.
The independently run program educates high-school students and teachers about the risks associated with underage drinking, the misuse of alcohol and issues such as handling peer pressure. A key focus is to delay the age of alcohol introduction with SMASHED following a harm minimisation approach, as recommended by the Ministry of Education.