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Diageo Helps Disseminate The Message That 'We Don't Serve Teens' in Utah

PROVO, Utah, Sept. 20 /PRNewswire-FirstCall/ -- 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 in Utah alongside Attorney General Mark Shurtleff. Unveiled nationally in October, "We Don't Serve Teens" was created by the Federal Trade Commission and The Century Council, a not-for-profit organization dedicated to combating drunk driving and underage drinking, to remind adults about the legal repercussions of furnishing alcohol to minors by distributing materials to retailers and community organizations across the nation. This week's event at State Liquor Store #05 in Provo was held on the heels of the national launch of "We Don't Serve Teens Week."

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 (PSA), print ad, lapel pins, cold case stickers, register signs and ceiling danglers in English and Spanish, distributed to retailers across the country for on-premise display.

"Parents and adults need to recognize the important role they play in guiding young people to make safe and responsible decisions when it comes to alcohol," said Amy Elliot, Senior Director State Government Affairs, Diageo North America. "We are proud to support this campaign as it targets adults and attempts to tackle the critical issue of access when it comes to underage drinking."

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, 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 180 countries around the world. The company is listed on both the New York Stock Exchange (NYSE: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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