Diageo supports ‘We Don’t Serve Teens’ Campaign .

Diageo joined the Federal Trade Commission and The Century Council’s launch of “We Don’t Serve Teens,” a new public awareness campaign to prevent underage drinking. This new initiative is designed to inform adults that providing people under 21 years of age with alcohol is illegal, unsafe and irresponsible. The “We Don’t Serve Teens” campaign will distribute materials to retailers and community organizations across the nation that reminds parents and other adults that providing alcohol to teens can have serious ramifications.

According to a study conducted by The Century Council, a not-for-profit organization dedicated to fighting underage drinking and largely supported by Diageo, 65 percent of teens who drink obtain the alcohol from adult family and friends. Still, the study found that overwhelmingly, adults and parents alike do not believe it is acceptable for parents or other adults to provide beverage alcohol to underage youth.

“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,” said Ivan Menezes, President and CEO of Diageo North America. “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.”