Cheers Responsibly

Media Centre


LCBO and DIAGEO team up to help Ontarians stay safe and informed this holiday season

December 8, 2020 – Toronto – Beginning this week, LCBO is once again partnering with leading beverage alcohol supplier Diageo to encourage Ontarians to Cheers Responsibly and have a safe and healthy holiday season. The partnership will promote moderation and informed consumption through a series of festive holiday tips and reminders to make responsible choices.

The co-branded digital campaign comes to life on and LCBO’s official social media channels.

The campaign leverages Diageo’s extensive DRINKiQ resources to help Ontarians understand the affects of alcohol and promote responsible celebrations through online and social content. Cheers Responsibly directs customers to Diageo’s ten-question interactive DRINKiQ quiz, which tests people’s alcohol knowledge and provides tools to make informed choices.

Those visiting LCBO’s Instagram page will be able to preview the DRINKiQ quiz via interactive stories, and a prompt to swipe up to take the full quiz. Visitors will also find moderation tips such as making sure to stay hydrated and have a hearty meal when celebrating, along with how to measure drinks responsibly and pace themselves over the holidays.

Since launching in 2019, more than 100,000 consumers completed DIAGEO’s DRINKiQ quiz, which is available in 28 countries and in 18 languages.

The Cheers Responsibly campaign creative was designed by lg2 Toronto and executed by LCBO’s in-house Social Impact & Sustainability team, with PhD managing media buying and paid social media. The campaign runs until January 1, 2021.

For images and interview requests, please visit the LCBO Press Office.

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For more information:

LCBO Press Office
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