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Diageo Supports Launch of 'We Don't Serve Teens' Campaign in Colorado Springs

COLORADO SPRINGS, Colo., April 17 /PRNewswire-FirstCall/ -- Further demonstrating its commitment to fighting underage drinking, Diageo, the world's largest spirits, wine and beer company showed its support this week for the 'We Don't Serve Teens' campaign launched in Colorado Springs. In recognition of Alcohol Awareness Month, members of the alcohol industry, Attorney General John Suthers and other local law enforcement officials stood together at a press conference held at Cheers Liquor Mart to roll out the new program. Unveiled in October 2006, the 'We Don't Serve Teens' campaign was created by the Federal Trade Commission and The Century Council to remind adults of the consequences of furnishing alcohol to minors.

"Diageo is proud to support The Century Council and Attorney General Suthers in this important effort to help combat underage drinking," said Winn Atkins, Senior Director State Government Affairs, Diageo North America. "This program illustrates the industry's unwavering commitment to dealing with the important issue of underage access to alcohol."

The 'We Don't Serve Teens' campaign targets adults, reminding them that providing alcohol to teens is unsafe, illegal and irresponsible. Elements of the campaign include a television public service announcement, print ads, lapel pins, posters and cold case stickers in English and Spanish that are given out at retail stores across the country.

Diageo, a leader in its commitment to promoting responsible drinking and the world's leading spirits, wine and beer company is working with its distributors to launch this campaign nationwide. In a speech given earlier this year, Guy Smith, Executive Vice President, Diageo North America called on every company and every trade association in the alcohol industry to send the 'We Don't Serve Teens' tool kit to every retailer they work with.

Research commissioned by The Century Council has shown that 65% of underage youth who drink obtain alcohol from family and friends. Only 7% of youth report that they obtained alcohol from retailers who failed to check for identification. Both the American Medical Association and National Academy of Sciences have shown similar evidence recognizing that underage drinkers get a large majority of their alcohol not from commercial sources, but from adults.

Diageo is a founding member of The Century Council and supports a number of the organization's educational programs designed to combat drunk driving and underage drinking. 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, wine 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 nearly 180 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.

Source: Diageo

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