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Diageo brands help people stay safe when celebrating good times

We want party-goers to enjoy themselves during the festive season – it should be a night to remember, not one to forget. So on both sides of the Atlantic, Diageo brands have been making it easy for people to make the decision not to drink and drive by providing free transport during holiday periods.

Free travel

Vodafone McLaren Mercedes driver Lewis Hamilton supporting Diageo GB’s New Year campaign December 2011.

This year Formula 1 driver Lewis Hamilton helped launch Diageo’s three-year New Year anti-drink driving campaign in London.

We sponsored free travel on London Tubes, buses, trams and some trains from 23:45 on New Year’s Eve, while Tube travellers at the busiest stations also benefited from responsible drinking tips and free bottles of water.

Meanwhile, across the Atlantic, Diageo’s core Irish brands – Guinness, Bushmills and Baileys – teamed up with New York City’s Department of Transportation. Together we launched a month-long Safe Rides initiative marking St Patrick’s Day and the National Collegiate Athletic Association (NCAA) basketball tournament in March. Throughout the month, thousands of free taxi, livery car and public transit rides were given away to legal drinking-age adult consumers, encouraging New Yorkers and visitors to the city always to plan for a designated driver. Local sports radio personalities also joined the initiative, spreading the importance of responsible celebration.

We made similar efforts in Washington, D.C. where, through Guinness, we supported the Washington Area Regional Alcohol Program’s SoberRide programme; in California where we partnered with distributors to remind consumers to celebrate safely; and in New York, Chicago and Miami where, through Cîroc, we ran safe rides programmes.

In all these cities, free transport and safe rides help our consumers to celebrate life today, and tomorrow.