The company has revealed it is developing partnerships and implementing campaigns to encourage its consumers to make informed and sensible decisions about alcohol consumption.

Allison Offor, head of corporate relations with Diageo Northern Ireland, said: "Diageo is committed to promoting a shared responsibility of what it means to drink responsibly."

Allison, pictured above with Diageo's Michael McCann, displays some of the fully integrated materials from its responsible drinking advertising campaign.

Diageo was the first drinks company in Northern Ireland to launch a responsible drinking campaign, Ms Offer said.

A new fully integrated advertising campaign called 'The Choice Is Yours' is running and includes an interactive website: www.thechoiceisyours.com.

Ms Offor said Diageo is investing in initiatives with Tesco and Queen's University, Belfast.

"With Tesco we are ensuring that its customers have the opportunity to see hints and tips for responsible drinking which are displayed prominently at point of sale in the beers, wines and spirits departments in all its stores across Northern Ireland.

"With Queen's University our initiative 'Know What's In It' will promote unit awareness by highlighting the varying levels of alcohol units in different drinks.

"By using creatively designed beer mats, bar runners and branded T-shirts for staff, the activity aims to capture students' attention in an interesting and informative way."

The campaign features a drinks calculator that can be downloaded to mobile phones.