AN INDUSTRY FIRST – DIAGEO AND ARTURO SANDOVAL JOIN FORCES TO TRUMPET...

AN INDUSTRY FIRST – DIAGEO AND ARTURO SANDOVAL JOIN FORCES TO TRUMPET RESPONSIBILITY



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Miami-Florida–(HISPANIC PR WIRE)–May 13, 2003–Diageo, the world’s leading premium drinks business, today took a leadership stance in the industry by launching an unprecedented program to recognize, detect and prevent intoxication among Hispanic consumers. The company, through a substantial grant from the Diageo Foundation, has joined forces with the nationally-recognized Health Communications, Inc. (HCI), creators of the proven and well-established Training for Intervention ProcedureS (TIPS) program, to introduce TIPS en Español (Hispanic TIPS), the first server training program in Spanish. Expanding on its affiliation with HCI, Diageo announced that it will fund the supplemental TIPS en Español Train-the-Trainer program and committed to sponsoring training workshops in the United States and key countries in Latin America and the Caribbean.

TIPS, marketed primarily to the hospitality industry, is a program that trains bartenders and sellers of alcohol beverages in methods geared at preventing intoxication among consumers. “Over the years, Diageo has worked closely with organizations like TIPS, and with elected officials, government agencies, educators, and the public health community authorities on initiatives aimed at preventing alcohol misuse,” said Carolyn Panzer, Diageo Senior Vice President of Public Policy. “With the explosive population growth among Hispanics in the United States, we wanted to have an immediate impact with this consumer segment in the area of social responsibility. Our vision was shared with HCI and became the genesis for TIPS en Español,” Panzer continued.

The launch of Hispanic TIPS took place at Bongo’s Cuban Café, a bar and restaurant owned by Gloria and Emilio Estefan. World renowned Emmy and Grammy award winning trumpeter Arturo Sandoval delivered his message of “Trumpeting Responsibility” and underscored his commitment to TIPS en Español.

Sandoval said, “TIPS en Español provides us with a unique opportunity to train those who serve alcohol as our first line of defense. I am asking my friends and colleagues in the entertainment industry to join me in using our reach and influence to heighten awareness on responsible consumption among Hispanics.” Sandoval added, “I am honored to join Diageo and be part of this important undertaking.”

Miami-Dade County Mayor Alex Penelas, international music producer Emilio Estefan, and State of Florida and local law enforcement officials joined Diageo executives and other distinguished supporters in the launch of TIPS en Español.

“Educating those who serve alcohol is an important component in the county’s overall program in promoting public safety,” said Mayor Alex Penelas. “As a county with one of the largest Hispanic populations in the country, I commend all involved in delivering this program and for providing the hospitality and tourism industries with the necessary tools to deal with the issues associated with alcohol misuse,” Penelas added.

The launch of TIPS en Español was followed by a one-day comprehensive training of candidates consisting of professionals from leading hotels, restaurants and bars in the Miami-Dade county area, state and local law enforcement officials, and employees from Diageo’s Florida distributor, Southern Wine and Spirits. It is anticipated that the newly trained graduates of the TIPS en Español program will share their knowledge with others in the industry to expand the reach of the program, not only nationally, but throughout Latin America and the Caribbean.

A study of the Hispanic community in the United States entitled “Snapshots of the U.S. Hispanic Market,” released last April, revealed that the Hispanic population reached 38.5 million in 2002, or 13.4 percent of the total, and that it is expected to make up 18.9 percent of the population by 2020.

Since its creation in 1982, TIPS has certified over 25,000 trainers and almost 1,000,000 servers in the United States and around the world. TIPS certification has its privileges and benefits. Bars, restaurants and other establishments can receive discounts of up to 25 percent off liability premiums from their insurers. Also, studies show that when a TIPS program is in place, there is a 50 percent reduction of intoxicated patrons, as well as 13 percent increase in gratuities. Courts recognize TIPS as the standard for server training programs and use TIPS records in legal proceedings.

TIPS en Español is in line with Diageo’s vision of Celebrating Life Responsibly, Every day, Everywhere. “Diageo strives to set the pace in social responsibility. We have developed a mandatory Marketing Code that we believe represents best practice in the industry,” said Panzer. “Recognizing that with leadership comes responsibility, Diageo will continue to develop initiatives and fund organizations around the world whose mission is to fight underage drinking and alcohol misuse.”

About Diageo

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). Entirely committed to the well being of the individuals in every community where it operates, Diageo builds strong and enduring relationships with its business partners and communities around the world. Diageo has supported a number of alcohol education initiatives in its principal markets. The company has been a founding member and leading participant worldwide in a number of social aspects organizations, which undertake responsible drinking initiatives on behalf of the industry. For more information about Diageo, its people, brands and performance, visit us at http://www.diageo.com.

About Training for Intervention ProcedureS (TIPS) Program

The TIPS (Training for Intervention ProcedureS) program is designed to teach servers, sellers and consumers of alcohol to prevent intoxication, drunk driving and underage drinking. There are several versions of the program addressing concerns specific to different groups. The programs currently available include: On Premise, Off Premise, Social Functions, Concessions, Casinos, University, Seniors, Parents and Workplace. All sessions are taught by certified TIPS trainers, using video and printed materials to facilitate discussion of the course content. All training materials of Hispanic TIPS are in Spanish, including a comprehensive videotape in Spanish as well as culturally sensitive vignettes. For more information about TIPS and its programs visit http://www.gettips.com.

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CONTACT:

Diageo

Gary Galanis

(203) 359-7193

or

Diageo

Virginia Sanchez

(305) 269-4515

or

Hill & Knowlton SAMCOR

Michelle Cuevas

(305) 443-5454

AN INDUSTRY FIRST – DIAGEO AND ARTURO SANDOVAL JOIN FORCES TO TRUMPET RESPONSIBILITY