THOUSANDS OF COLLEGE STUDENTS ACROSS THE COUNTRY TO GET A
LESSON IN "ALCOHOL 101"

New York, NY October 17, 2006 /PRNewswire/ -- National Collegiate Alcohol Awareness Week (NCAAW) will be held October 15-21, 2006, and from video games that simulate drunk driving to beer goggles that impair vision, college kids nationwide will experience the dangers of alcohol impairment right on campus.

Hundreds of campuses will participate in the NCAAW program, designed to encourage personal responsibility and respect for local and state alcohol consumption laws. At many colleges and universities, alcohol awareness has already become part of the curriculum. Educators have made programs like alcohol 101 available to students, to show them how to say no to a drink.

Some alcohol beverage companies are also helping kids say no to a drink. Diageo, the world's largest premium drinks producer, has a strict marketing code pertaining to their ads and where they're placed. According to Debra Kelly-Ennis, Chief Marketing Officer of Diageo North America, "Diageo's strict marketing code forbids us from marketing on college campuses." The strict marketing code also forbids using any images or language that primarily appeals to those under the legal drinking age. "We really want to send the message to parents and other adults that drinking before the age of 21 is unacceptable," said Kelly-Ennis.

About Diageo:

Diageo is the world's leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys, J&B, Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at www.diageo.com.

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