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Diageo launches 'responsible drinking' website

Published:  22 September, 2008

Diageo is launching a website designed to promote responsible drinking to a global audience.

Diageo is launching a website designed to promote responsible drinking to a global audience. is being marketed as a global resource for all "interested parties" to share programs and tools designed to fight alcohol misuse.

In the UK, will compliment the Drinkaware Trust's responsible drinking website Diageo GB will still promote on all packaging, promotional and marketing materials and link through to it from its brand and corporate websites and from

The drinks giant is especially keen to promote the 'Responsibility Channel' on - an online community for consumers, parents, teachers, government officials and retailers to post and share videos and programs they have found effective in addressing alcohol-related issues.

"There are many valuable initiatives that exist to address the issue of alcohol misuse, and supports these efforts by showcasing them to the community and connecting them with like-minded individuals and groups," said Benet Slay, managing director of Diageo GB.

Visitors to the website can provide information to post on also features tools such as videos of experts answering commonly asked questions about alcohol issues, information on how to responsibly host events and parties and other downloadable resources.

The site will offer content specific to more than twenty-eight countries and be available in more than fourteen languages.

The launch of the site marks the latest in a number of responsible drinks initiatives that Diageo has become involved in in recent weeks, including the sponsorship of an educational support leaflet for the British Liver Trust and the launch of a DVD to tackle underage drinking.

Diageo says the content of will focus on five key areas:

1. Facts about alcohol
Information about alcohol and how it affects the body. In addition to web content, the site also features video interviews with experts from around the world.

2. Resource centre
An extensive library of resources from Diageo, non-governmental organisations, overnment bodies, educational institutions and others, to provide visitors with the opportunity to share and learn from a range of programs they can adapt and repurpose.

3. Diageo & responsible drinking
An overview of Diageo's history of promoting responsibility, examples of its efforts to combat alcohol misuse, and information detailing its points of view on specific topics such as drunk driving and underage drinking.

4. Around the world
A collection of case studies showcasing Diageo's responsible drinking initiatives from around the world.

5. Links
A comprehensive list of links to organisations and government agencies from which visitors can learn more about responsible drinking.