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Responsible drinking programmes
supported by European spirits producers

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• “Johnnie Walker Golf Championship at Gleneagles Activity”
COUNTRY United Kingdom
TIMING 2010 > 2010
THEME
Responsible drinking

CONTRIBUTOR

  • Diageo
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DESCRIPTION OF THE INITIATIVE

  • Branded water bottles were handed out and soft drinks were given free when ordered with an alcohol product.  Responsible drinking hints and tips were included on posters, tent cards on tables in both the public and hospitality areas and on hospitality guest lanyards. The responsible drinking “Choices” advert was shown on TVs in the hospitality areas and the large screen in the public catering village hourly. The Championship magazine also carried a responsible drinking advert and article highlighting the work Diageo does to promote responsible drinking. Don’t drink and drive messages were included on signs in the car parks and on the transfer buses.
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IMPACT

  • 13,500 responsible drinking branded water bottles were distributed to spectators.
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