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Video: World's Leading Premium Drinks Company Promotes Drinking Responsibly

NEW YORK, Jan. 29 /PRNewswire-FirstCall/ -- Diageo (NYSE:DEO), the world's leading premium drinks company, sponsors programs to fight underage drinking and promote responsible use of its products.

To view the Multimedia News Release, go to:

http://www.prnewswire.com/mnr/diageo/26009/

According to the National Institute on Drug Abuse (NIDA), first use of alcohol is typically reported to begin around age 12.

Diageo is proud to support The Century Council (http://www.centurycouncil.org), a national not-for-profit organization funded by the nation's leading distillers. The Century Council is dedicated to fighting drunk driving and underage drinking and to promoting responsible decision-making regarding beverage alcohol. The Council works with a broad array of education and prevention professionals on alcohol issues and creates programs designed to prevent drunk driving and underage drinking.

"Alcohol 101 Plus" is an educational program aimed at helping college students make safe and responsible decisions about alcohol on college campuses. And a Nickelodeon designed program, "Ask, Listen Learn," is designed for middle school kids -- and also gives parents tips on how to talk to their kids about not drinking.

A recent survey found that mothers of teenage daughters underestimate the occurrence of underage drinking among their own daughters and misjudge the seriousness of the issue. To address the communications gap, The Century Council created "Girl Talk" a website and brochure which encourages mothers to talk to their daughters about not drinking.

Prom and Graduation season often brings a spike in alcohol-related car crashes among teens. The Century Council's website features tips for parents on how to start a conversation about alcohol and ways to confirm that their teens are celebrating their events safely -- without alcohol.

During Spring Break, thirty percent of underage college students admit to using fake ID's to purchase alcohol. But new high-tech devices can detect a phoney ID in seconds. In October, National College Alcohol Awareness Week has become standard curriculum at hundreds of college campuses nationwide. Diageo's strict marketing code forbids marketing on college campuses (except in licensed establishments located on those campuses) -- and in venues where less than 70 percent of the audience is over 21.

From Thanksgiving Day to Super Bowl Sunday -- the holiday season is a time to celebrate. Whether it's your party -- or you're a party guest, Diageo and the Century Council encourage of-age adults to learn about how alcohol affects their own blood alcohol concentration (BAC). Our organizations promote responsible decision-making through an interactive website that calculates an individual's personal BAC level based on weight, gender, and the quantity and type of drink chosen. Visit http://www.b4udrink.org to learn more. The site also lists the BAC limits for driving by state. And across all its brands -- from Guinness to Smirnoff to Cuervo -- Diageo promotes responsible drinking through its ads -- encouraging consumers 21 and over to celebrate life -- responsibly.

Source: Diageo

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