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Diageo Supports 'We Don't Serve Teens' Campaign

GRAND RAPIDS, Mich., Feb. 13 /PRNewswire/ -- Diageo, the world's leading distilled spirits, wine, and beer company is proud to support the launch of the "We Don't Serve Teens" campaign, aimed at combating underage drinking in Michigan. Unveiled in October, the "We Don't Serve Teens" campaign was created by the Federal Trade Commission and The Century Council to educate adults on the legal repercussions of furnishing alcohol to minors. Representatives from the Michigan Liquor Control Commission and the Michigan Licensed Beverage Association gathered yesterday at select retail locations in Grand Rapids and Kalamazoo to kick off the campaign.

"We commend the citizens of these communities for taking the initiative to show their support in the fight against underage drinking," said Barry Becton, Senior Director State Government Relations, Diageo. "This issue affects all of us - we must have a united front in keeping alcohol out of the hands of anyone under the age of 21."

Research commissioned by The Century Council, a not-for-profit organization dedicated to fighting drunk driving and underage drinking, reveals that 65 percent of underage youth who drink obtain alcohol from family and friends. Only 7 percent of youth report that they obtained alcohol from retailers who failed to check for identification.

The Century Council and other organizations joined together at the event to remind retailers and parents of the legal ramifications of providing alcohol to youth and offered advice to parents on how to engage their children in meaningful dialogue about underage drinking.

The campaign seeks to reach adults through a television public service announcement, print ads, lapel pins, and signage at retail outlets where alcohol is sold.

Diageo is a founding member and major supporter of The Century Council, an organization funded by the country's leading distillers committed to developing programs to combat drunk driving and underage drinking. These programs include "Ask, Listen, Learn," "Cops in Shops," and "Brandon Tells His Story." The Century Council also works with a broad array of education and prevention professionals on alcohol issues.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com.

Celebrating life, every day, everywhere, responsibly

For more information on The Century Council, log onto www.centurycouncil.org.

Source: Diageo

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