E-Malt.com News article: 4517

Diageo, the world's leading spirits, beer and wine company and industry leader in promoting responsible drinking, announced on March 23 it has joined parent activists and lawmakers to raise awareness about the dangers of underage drinking during the traditional season of spring break, prom and graduation during a national news conference call. Key initiatives currently underway to help curb underage access to alcohol were discussed.

"Spring is a time of celebration for families with spring break, the proms and graduation. Unfortunately, it is also a season of dread for parents, because too often these celebrations turn into a time of personal tragedy as a result of underage drinking," said Guy Smith, Executive Vice President, Diageo North America. "As a company of families -- of brothers, sisters, mothers and fathers -- we believe protecting our children from the dangers associated with underage drinking is the responsibility of us all. That's why we are actively supporting initiatives across the country to keep our kids safe by keeping alcohol out of their hands."

Diageo executives, joined by Chief Michael Chitwood of the Portland (ME) Police Department; Jeffrey Levy, President of Virginia College Parents and Spokesman for the International Institute for Alcohol Awareness; and Kathy Lucker, Executive Director of the California Licensed Beverage Association (CALBA) discussed the risks of underage access to alcohol during the traditional spring break, prom and graduation season and an innovative initiative currently underway in almost 20 states to prevent underage access to alcohol through stricter penalties for adults who unlawfully provide alcohol to young people.

Legislation has been introduced to direct different levels of penalties for adults who unlawfully provide access to alcohol for minors and the minors who consume it in Arizona, Colorado, Connecticut, Maine, Oregon and Virginia. Similar initiatives have been proposed in other states across the country and coalition members in Pennsylvania have announced plans to hold a series of statewide meetings to discuss the specifics of impending legislation.

"I have experienced first-hand the devastating effects of underage drinking and I know that this is a problem that we can solve. These kinds of initiatives are critical tools for parents -- and others who have children in their lives -- to help them protect their kids," said Levy. "These issues are too important to be about politics. By working together, with industry leaders like Diageo, we have a significant opportunity to make a difference. And that difference can be someone's life."

In 1997, Jeffrey Levy's son died while a passenger in a car driven by another underage student who had been drinking. The car's driver and a professor at the school Levy attended also were killed in the crash.

According to experts, adults are the biggest source of alcohol for underage drinkers. The Century Council, a not-for-profit educational organization dedicated to fighting drunk driving and underage drinking, found that 65% of underage drinkers get their alcohol from family and friends. A recent report to Congress by the National Academy of Sciences identified parties, friends and adult purchasers as the most frequent sources of alcohol among college students and older adolescents, and family members as the most frequent source for younger adolescents.

"While much of the focus in recent years has been on kids using fake ID's or other means to gain access to alcohol, research clearly shows they haven't needed anything more than a willing friend or relative to become an underage drinker," said Chief Chitwood. "The new penalties will send a very clear message to these misguided adults who do not have our children's best interest at heart."

"Retailers across the country are doing everything they can to stop kids from getting access to alcohol," said Lucker of CALBA. "We are encouraged by the support and leadership of Diageo on this nationwide effort that will help us in this ongoing fight to keep alcohol out of the hands of minors."

As, the world's leading premium drinks business, Diageo, is known as an industry leader in promoting responsible drinking, with a long standing commitment to preventing underage drinking. The company is a founding member of The Century Council (TCC), a nonprofit educational organization funded by America's leading distillers that fights drunk driving and underage drinking with award-winning, expert-designed programs including:
- Alcohol 101 Plus, an innovative, interactive CD-ROM that helps college students make safe and responsible decisions about alcohol;
- Brandon, a forceful and moving high-school speaker program featuring the story of a young man who made a bad decision about drinking, and is still paying for the consequences; and
- Prom night tips for parents, which provides information on how to make Prom night safe.

"Diageo supports a zero tolerance policy toward underage drinking and we are proud to be an industry leader working with law enforcement, lawmakers, and the community to combat underage drinking," said Smith. "This legislation will bring us one step closer to keeping our children safe this spring and ensuring a bright future for them."

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).


27 March, 2005