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Diageo K-Pop Collaboration


Diageo’s Responsible Drinking Campaign in APAC

Diageo partners with SUHO from EXO to launch “Enjoy the Flow, Savour Every Moment” campaign promoting responsible alcohol consumption in Asia Pacific.

Collaboration with SUHO

SUHO, a prominent figure in K-pop, records an original song emphasizing moderation and enjoying each moment, aligning with Diageo’s commitment to responsible drinking.

Rollout Across APAC

Starting in South Korea, the campaign extends to Indonesia, Japan, Philippines, Singapore, Taiwan, and Vietnam, leveraging SUHO’s influence to engage adult consumers.

Promoting Moderation Online

The campaign directs consumers to DRINKiQ.com, offering practical advice and resources for responsible alcohol consumption, including insights from SUHO and tips for pacing drinks.

Diageo’s Sustainability Goals

This initiative supports Diageo’s long-term commitment to promoting moderation globally, aligning with its Society 2030: Spirit of Progress sustainability plan.

Related: Settlement Reached in Diddy Diageo Tequila Dispute

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