In the days after the Asian tsunami disaster, when the horrific extent of the devastation was emerging, the Australian unit of beverage group Diageo did what many companies and individuals did it moved quickly to see how it could help.

A call to the Australian government led to the Australian Red Cross, and from there to the Indonesian Red Cross. Within a week a Diageo supplier began sending the equivalent of eight 20ft shipping containers of drinking water to survivors in Indonesia's Aceh province, the area hit hardest by the disaster.