JD.com and Diageo partner to encourage responsible drinking in China

JD.com and Diageo are teaming up to promote responsible drinking in China.

China's largest retailer and the world's largest international spirits producer announced the partnership at Shanghai's third annual China International Import Expo. Both partners' outsize influence and ambition to make positive impact on society make them strong candidates to deliver a message of responsible drinking and moderate consumption on the market. 

The goals of the partnership are three-fold:

• Collaborate to advance global standards for responsible drinking
• Establish a code of conduct for responsible online alcohol sales with local industry partners
• Promote alcohol education platform DRINKiQ and other educational initiatives and campaigns in China

The collaboration bolsters existing guidance for safe consumption already present on JD.com, and continues Diageo's long-standing advocacy for responsible drinking around the globe.

“Bringing positive social impact to every market that we operate in is a mission of Diageo. We are actively advocating for responsible drinking to ensure the well-being of our consumers. Through the partnership with JD.com, we are confident that we can inspire more Chinese consumers to engage in positive drinking behaviour and hopefully we can contribute to Chinese people’s aspirations towards a 'better life' by celebrating life, every day, everywhere,” said Mark Edwards, managing director of Diageo China.

"We are pleased to further our commitment to consumer safety through this partnership with Diageo and to pioneer efforts for responsible drinking on eCommerce platforms in China,” added Gu Weibiao, general manager East China for JD Super.

"When it comes to the consumption of alcohol, in addition to ensuring product quality, we want to guarantee that consumers have an enjoyable and informed experience. This partnership with Diageo is an important step in that direction."

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