Responsibility reigns with

03 October, 2008

Diageo is launching its own responsible drinking website,

drink, which

it claims will help fight alcohol misuse and offer consumers advice about

their intake.

In Britain, the website will complement the Drinkaware Trust's online service. Diageo said it would continue to promote on all packaging, promotional and marketing materials, as well as providing a link on


The new website includes the Responsibility Channel, "an online community where consumers, parents, teachers, government officials, retailers and others can post and share videos and programmes they have found effective in addressing alcohol-related issues ", the company said.

"There are many valuable initiatives

to address the issue of alcohol misuse, and

drink 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.

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