Diageo Hails Responsible Drinking - Analyst Blog

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The owner of iconic Johny Walker, Diageo Plc. ( DEO ) has urged its wine lovers to drink responsibly this festive season.

The retail giant is taking several steps to promote responsible drinking and ensure safe journey back home after a festive nigh out.

Diageo will be distributing thousands of free water bottles that will provide the party-goers with tips on responsible drinking. These bottles will be distributed on the popular party nights of this festive season in the busiest party circuits of London, which include Liverpool St, Leicester Square and Westminster. The free water bottles are given to party lovers to stay hydrated even while drinking at the night outs.

Diageo's Safe Rides Campaign

Diageo partnered with Transport for London (TfL) in sponsoring free travel on London Tubes, buses, trams and some trains this New Year's Eve. The endeavor is being endorsed by Vodafone McLaren Mercedes driver Lewis Hamilton and he also launched Diageo's Responsible Drinking campaign.

In New York, Diageo's Johnnie Walker partnered with the New York City Department of Transportation (DOT) to provide free debit cards valued at $15 a piece and single ride Metro Cards for New Yorkers to use in taxis and on trains or subways.

These steps are a part of the 'The Safe Rides Home' program of Diageo that helps revelers, their friends and family members, as well as the city's transportation professionals: cab, livery and bus drivers and subway operators to make sure everyone gets home safely.

The advertising campaign promoting responsible drinking will be featured across the TfL network of London including Tubes, buses and Tube stations.

The sponsorship by the world's leading brewer is an endeavor to minimize drunk driving.

The benefit of free travel will be available to Londoners from 23:45 on New Year's Eve until 04:30 on New Year's Day.

The campaign of Diageo has been supported by the Mayor of London and he said that the "deal will allow party goers to welcome the New Year in the world's most fantastic city, and still get home cheaply and safely, late into the night."

Separately, as declared by Diageo, 2011 was the year that witnessed cutback in drunk driving and underage drinking.

Diageo, which faces stiff competition from Molson Coors Brewing Company ( TAP ) holds Zacks #4 rank which implies a short term 'Sell' rating.

DIAGEO PLC-ADR ( DEO ): Free Stock Analysis Report

MOLSON COORS-B ( TAP ): Free Stock Analysis Report

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The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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