The UK’s largest supplier sponsors free travel home on New Year’s Eve in both capital cities and is building on this with the Grumpy Gorilla campaign.
The message to drinkers is not to get so drunk that your friends end up with faces like grumpy gorillas because you can’t stand up during the New Year countdown.
Mark Baird, head of industry affairs and alcohol policy at Diageo, said: “We hope that Grumpy Gorilla will grab people’s attention this Christmas and remind people that they will have a much better time if they drink sensibly. We want everyone to have a safe and enjoyable Christmas and New Year.”
Diageo has given away 10,000 iPhone cases branded with the Grumpy Gorilla image. It is also sponsoring Transport for London’s Safer Travel at Night and promoting responsible drinking on Twitter with the #thinkhowyoudrink hashtag.