Diageo Supports Underage Drinking Prevention Program

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Diageo Supports Underage Drinking Prevention Program

10/25/2006
NORWALK, Conn. -- Diageo has issued its support for the Federal Trade Commission and The Century Council's premier of the "We Don't Serve Teens" campaign, a public awareness program to prevent underage drinking. The new initiative reminds adults that for people under 21, drinking is illegal. Through the program, retailers and organizations will receive materials to remind parents and adults that providing alcohol to teens has serious ramifications, according to a news release from Diageo.

Diageo supported a study conducted by The Century Council, which found that 65 percent of teens that drink get the alcohol from adult family and friends. In addition, the study showed that the majority of adults and parents do not believe that it is acceptable for other adults to provide alcohol to underage youth.

Besides supporting the study, Diageo has worked with legislators to create bills that reduce underage drinking by holding the adults responsible for supplying alcohol to minors. In addition, the Administrative Driver's License Revocation legislation was introduced in 24 states through Diageo, and has passed in seven states to date.

"Underage drinking is a critical issue for us, not only as a beverage company but as a company of families -- of brothers, sisters, mothers and fathers -- who are affected by the consequences of underage drinking," Ivan Menezes, president and CEO of Diageo North America, said in the company's news release "Our steadfast commitment to preventing underage drinking does not stop here. We will continue to fight this battle and we encourage parents to help us by becoming part of the solution."