Diageo Moët Hennessy (Thailand), or DMHT for short – the leading importer and distributor of premium wines and spirits in the country – is launching a new consumer-facing e-learning platform to raise collective awareness about alcohol and provide people with comprehensive information that will help them make positive decisions about drinking responsibly.
The initiative is the first-of-its-kind within the alcohol industry and uses interactive learning to provide a solid foundation of alcohol knowledge, including the truth about common myths.
Shutchada Chandrangsu, CSR & communications manager at DMHT, said on Monday that the growth in the market coupled with the rising trends in innovations had led to a shift in consumer behaviour and affected the way people consume the media.
To keep up with this ever-changing scene, this engaging DRINKiQ e-learning tool will educate people about alcohol via an easy-to-use digital channel, she said.
She added that the initiative also reinforced DMHT’s commitment to responsibly operate its business in Thailand and was in line with a wider approach to meeting Diageo’s 2020 targets in reaching one million adults with training materials that will enable them to champion responsible drinking.
This user-friendly e-learning platform, with a total duration of 14 minutes, is divided into four modules: the effects of alcohol on the body (six minutes), factors involved in alcohol metabolism (three minutes), the standard drink (three minutes) and a set of short questions to test the learner (two minutes).
The resources are designed to fit with all age groups over 20 years, even those who have made the choice not to drink.
This e-learning initiative is an extension of the responsible drinking website DRINKiQ.com, which educates people about alcohol.
Useful tools such as a drink calculator can help consumers make informed choices about their alcohol and calorie intake for a balanced lifestyle.