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Diageo Supports First Ever National 'We Don't Serve Teens' Week
Date:9/13/2007

Community Members and Attorneys General from Across the Country Unite in

Week Long Effort to Combat Underage Drinking

NORWALK, Conn., Sept. 13 /PRNewswire-FirstCall/ -- Diageo, the world's leading spirits, wine and beer company, is proud to support national events being held throughout the week across the country in recognition of "We Don't Serve Teens Week," September 10-15, a program dedicated to curbing underage drinking by reminding adults that providing alcohol to teens is unsafe, illegal and irresponsible. Unveiled in October, the "We Don't Serve Teens" campaign was created by the federal government 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.

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. This week, several "We Don't Serve Teen" events are being held across the country as lawmakers, industry members, parents and government officials join together to combat underage drinking.

"As we begin a new school year, parents and other adults need to recognize the critical role they play in helping children make safe and responsible decisions," said Guy L. Smith, Executive Vice President, Diageo North America. "As part of our larger commitment to fighting underage drinking, Diageo proudly supports the national launch of this important campaign which we hope will resonate in communities across the country."

The Charmer-Sunbelt Group, a leading wine and spirits distributor, also joins Diageo in its support of "We Don't Serve Teens Week."

"Responsibility is a family matter. It is vitally important that parents talk to their kids about not drinking," said Brian Fischer, Vice Presiden
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SOURCE Diageo
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