Diageo Ireland: Marketing Disguised as Community Support

Diageo Ireland, like many global alcohol corporations, frequently portrays itself as a champion of community well-being through corporate social responsibility (CSR) initiatives. With claims of investing millions into local causes and community programs, the company creates an image of a responsible corporate citizen. However, these activities often serve a dual purpose: advancing brand visibility and deflecting attention from the harms associated with their products.

One striking example of this approach is the 2024 Liberties Fun Run, which Diageo proudly describes as part of its community support efforts. While the event ostensibly aimed to raise funds for St. James’s Hospital Foundation, the run was carefully choreographed to maximize the visibility of the Guinness brand. The route was altered to pass through the Guinness production facilities, and extensive branding throughout the event ensured that Guinness remained the focal point.

By embedding its brand into a community event under the guise of philanthropy, Diageo reinforced Guinness’s association with the local culture and even with health and fitness — despite the well-documented health harms of alcohol. This tactic exemplifies how Big Alcohol uses community partnerships to normalize alcohol as part of everyday life, undermining efforts to reduce alcohol-related harm.

The problem isn’t limited to the Liberties Fun Run. Diageo’s broader CSR efforts, including a reported €1.7 million investment in community initiatives, raise questions about the true intent behind such campaigns. Rather than addressing the public health crises fueled by alcohol use, these programs serve to promote brand loyalty, shield the company from criticism, and stave off ambitious alcohol policy initiatives.

Manipulation is Big Alcohol’s activity to control its image. The alcohol industry engages in manipulation activities to protect and cultivate their image and the values of their brands. Deploying manipulation strategies serves for Big Alcohol to appear as “good corporate citizens”. The focus of the DUBIOUS FIVE strategy of manipulation is the alcohol company, their brands and value. Examples are Corporate Social Responsibility (CSR), green-washing, pink-washing, rainbow-washing, or white-washing activities.

Sources:

• Retail News, Diageo Ireland Invests €1.7 Million to Support Community Initiatives and Causes, available at: https://www.retailnews.ie/news-and-views/-diageo-ireland-invests–1-7-million-to-support-community-initiatives-and-causes/ (accessed 8 November 2024).
• St. James’s Hospital Foundation, The Liberties Fun Run Returns: Launching Exciting New Route and Partnerships, available at: https://supportstjames.ie/2024/06/21/the-liberties-fun-run-returns-launching-exciting-new-route-and-partnerships/ (accessed 8 November 2024).

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