A Positive Drinking Culture
Without a positive drinking culture – where people drink for the right reasons and are sociable without causing harm to themselves or others – we will not achieve long-term, sustainable growth.
We invest in initiatives that improve drinking behaviour and attitudes and in targeted intervention with at-risk groups. This includes two major partnerships in Australia and New Zealand:
Established in 2005 by Lion and its industry partners, DrinkWise is an independent not-for-profit organisation aiming to make a real dent in alcohol misuse and underage drinking. Lion contributes over a million dollars annually to high profile campaigns including ‘Kids absorb your drinking’, which encourages strong parental role modeling, and ‘Drinking – Do it Properly,’ an innovative campaign which aims to make responsible drinking aspirational among 18-24 year olds.
For more information go to www.drinkwise.org.au
In New Zealand, Cheers! aims to help New Zealanders to understand the drivers and effects of their drinking behavior and make smarter choices as a consequence. Cheers! has enlisted Lion’s trusted brands to get the message through with a range of exciting initiatives like Steinlager’s ‘Be the artist, not the canvas’ campaign.
For more information go to www.cheers.org.nz