Diageo’s ‘Fancy That!’ campaign champions smarter drinking choices
Diageo GB has launched ‘Fancy That!’ a new campaign encouraging consumers to better understand alcohol units and discover how spirits can support a balanced, moderate approach to drinking.
Diageo GB has introduced Fancy That!, an educational campaign aimed at improving public understanding of alcohol units in popular drinks and showing how spirits can support moderation.
The initiative responds to widespread confusion between ABV (Alcohol by Volume) and alcohol units. Many consumers base perceptions of a drink’s strength solely on its ABV, without accounting for serving size or dilution with mixers.
Fancy That! seeks to correct this misconception by illustrating that many mixed drinks with a single (25ml) spirit serve — such as a gin and tonic or whisky and lemonade — often contain about half the alcohol of a pint of lager or a medium glass of wine.
Breaking Down the Numbers
According to the campaign:
Partner Content
- A single serve of 25ml 37.5% ABV rum and cola equals one unit, compared with 2.3 units in a pint of 4% ABV lager.
- A single serve of 25ml 37.5% ABV gin and tonic also equals one unit, compared with 2.3 units in a 175ml glass of 13% ABV wine.
- A standard Tommy’s Margarita made with 50ml of 37.5% ABV tequila equals two units, compared with 2.3 units in a 175ml glass of 13% ABV wine.
Delivered through DRINKiQ, Diageo’s global responsible drinking platform, the campaign provides consumers with clear facts about alcohol. It explains that one unit of alcohol equals 10ml or 8g of pure alcohol, and that its effects are determined by how many units are consumed, not simply the ABV of a drink.
“Spirits can play a powerful role in moderation”
Ian Smith, Corporate Relations Director for Diageo GB and Chair of the UK Spirits Alliance, said: “With so many myths about the real strength of popular drinks, trying to manage your alcohol intake can become confusing. At the heart is an outdated and misguided idea that distilled spirits are somehow less appropriate for moderation compared to beer or wine.
The fact is, spirits can play a powerful role in the growing trend towards moderation, with their versatility and mixability making them perfectly placed to be drinks of moderation. This campaign will challenge these misconceptions, and hopefully, with greater knowledge about alcohol units, moderation can become less about restriction and more about enjoying what you fancy, responsibly.”
Rolling out across the on-trade
Fancy That! will appear across Stonegate pubs until the end of November through various digital touchpoints. From 3 to 30 November, the campaign will also feature on Stonegate’s MiXR App, where users can test their knowledge of alcohol units for a chance to win two tickets to Co-op Live, the UK’s largest entertainment arena in Manchester.
Related news
Guinness and Lazy Oaf collaborate to launch streetwear collection
