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Diageo and Attorney General Goddard Support the Launch of the 'We Don't Serve Teens' Campaign In Arizona

PHOENIX, Sept. 20 /PRNewswire-FirstCall/ -- Diageo, the world's leading spirits, wine, and beer company is proud to support the Arizona launch of the "We Don't Serve Teens" campaign along with Attorney General Terry Goddard and other advocates. "We Don't Serve Teens" is an initiative aimed at reminding adults about the legal repercussions of furnishing alcohol to minors. A "We Don't Serve Teens" rally was held earlier this week at Tops Liquor store in Phoenix.

Unveiled in October 2006, the campaign was created by the Federal Trade Commission and supported by The Century Council, a not-for-profit organization dedicated to fighting drunk driving and underage drinking, to educate adults on how to reduce teen access to alcohol.

"As we enter a new school year, we want to remind parents in Arizona and all over the country of their critical role in helping children make responsible decisions," said Amy Elliott, Director State Government Relations, Diageo. "We are pleased to support this program as it provides parents the tools they need to initiate a conversation with their kids about the dangers of alcohol."

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.

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.

Diageo is a founding member and major supporter of The Century Council, an organization funded by some of 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 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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