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Airport zero lounge to encourage mindful drinking
by Christine Humphreys
Published: May 23, 2022 Last updated: August 12, 2023
A global booze giant is promoting mindful drinking to holidaymakers at a new 0.0 airport lounge.
The Diageo company that owns more than 200 brands of spirits, liqueurs and beers served across 180 countries has launched the 0.0 lounge at Heathrow.
Here travellers will be invited to take part in a ‘positive drinking’ journey away from the hen and stag party revellers fuelling up pre-flight in the bars.
The new lounge is being described as an ‘immersive alcohol-free experiential space’ that’s located in the airport’s World Duty Free shop.
There is a pop up bar where travellers can sample the company’s non-alcoholic gin and take part in a quiz to test their knowledge on alcohol-related issues.
They will also be gifted a branded water bottle to encourage people to keep hydrated and avoid over-indulgence during their trip abroad.
Dafydd Pugh Williams, marketing and innovation director at Diageo Global Travel, explained that the initiative is part of the company’s aim to educate boozers to moderate.
He said: “At Diageo, we want to change the way the world interacts with alcohol for the better by celebrating moderation.”
Mr Pugh Williams revealed the company’s commitment to ‘reaching 1 billion alcohol consumers from across the globe with positive drinking messages by 2030’.
The promotional project will be in place until the end of July 2022 so will miss the peak holiday season of August when air travel is at its height.
During the promotion, visitors will also be reminded of the One Too Many code of conduct launched by the aviation industry in 2018 to tackle disruptive drunken behaviour on planes.
Aviation industry bosses are keen to reinforce the message as many will be enjoying their first getaway since the start of the global Covid 19 pandemic.
A global booze giant is promoting mindful drinking to holidaymakers at a new 0.0 airport lounge.
The Diageo company that owns more than 200 brands of spirits, liqueurs and beers served across 180 countries has launched the 0.0 lounge at Heathrow.
Here travellers will be invited to take part in a ‘positive drinking’ journey away from the hen and stag party revellers fuelling up pre-flight in the bars.
The new lounge is being described as an ‘immersive alcohol-free experiential space’ that’s located in the airport’s World Duty Free shop.
There is a pop up bar where travellers can sample the company’s non-alcoholic gin and take part in a quiz to test their knowledge on alcohol-related issues.
They will also be gifted a branded water bottle to encourage people to keep hydrated and avoid over-indulgence during their trip abroad.
Dafydd Pugh Williams, marketing and innovation director at Diageo Global Travel, explained that the initiative is part of the company’s aim to educate boozers to moderate.
He said: “At Diageo, we want to change the way the world interacts with alcohol for the better by celebrating moderation.”
Mr Pugh Williams revealed the company’s commitment to ‘reaching 1 billion alcohol consumers from across the globe with positive drinking messages by 2030’.
The promotional project will be in place until the end of July 2022 so will miss the peak holiday season of August when air travel is at its height.
During the promotion, visitors will also be reminded of the One Too Many code of conduct launched by the aviation industry in 2018 to tackle disruptive drunken behaviour on planes.
Aviation industry bosses are keen to reinforce the message as many will be enjoying their first getaway since the start of the global Covid 19 pandemic.
About The Author
Christine Humphreys
Chris Humphreys is the co-founder of The Alcohol-Free Shop and AlcoholFree.com. She was a journalist for more years than she cares to remember. Ex-wife of an alcoholic, enthusiastic amateur musician and a passionate dog lover.
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