Setting the responsible drinking agenda April 2008

4222 PORT01 Corp Bro_FINAL.indd 2 15/4/08 14:14:02 The nine Portman Group member companies manufacture over sixty per cent of the alcohol sold in the UK: The Portman Group is the social responsibility body for UK drinks producers

Since its introduction in Our role is to: 1996, over 70 products UÊ ˜VœÕÀ>}iÊ>˜`ÊV >i˜}iÊÌ iʈ˜`ÕÃÌÀÞÊ̜ʫÀœ“œÌiʈÌÃÊ have been removed from products responsibly sale for breaching the Code. UÊ i“œ˜ÃÌÀ>Ìiʏi>`iÀà ˆ«ÊÀi}>À`ˆ˜}ÊLiÃÌÊ«À>V̈Viʜ˜Ê>Vœ œÊÜVˆ>Ê The Code rules and the responsibility through the actions of member companies independent complaints UÊ -«i>ŽÊœ˜ÊLi >vʜvʓi“LiÀÃʜ˜ÊÌ iÃiʈÃÃÕiÃÊ̜ʈ˜vœÀ“Ê«ÕLˆVÊ process have consistently opinion and policy. raised standards / iÊ*œÀ̓>˜ÊÀœÕ«½ÃÊ œ`iʜvÊ*À>V̈Viʜ˜ÊÌ iÊ >“ˆ˜}]Ê*>VŽ>}ˆ˜}Ê of alcohol marketing. >˜`Ê*Àœ“œÌˆœ˜ÊœvÊ
Vœ œˆVÊ Àˆ˜ŽÃÊÃiÌÃʓˆ˜ˆ“Õ“]ʓ>˜`>̜ÀÞÊ “>ÀŽï˜}ÊÃÌ>˜`>À`ÃÊvœÀÊ>Ê>Vœ œˆVÊ`Àˆ˜ŽÃÊ܏`ʈ˜ÊÌ iÊ1°Ê-ˆ˜ViÊ ˆÌÃʈ˜ÌÀœ`ÕV̈œ˜Êˆ˜Ê£™™È]ʜÛiÀÊÇäÊ«Àœ`ÕVÌÃÊ >ÛiÊLii˜ÊÀi“œÛi`ÊvÀœ“Ê sale for breaching the Code. The Code rules and the independent complaints process have consistently raised standards of alcohol “>ÀŽï˜}°Ê/ iÊ œ`i]ÊvœÀÊiÝ>“«i]Ê«ÀiÛi˜ÌÃÊ>˜Þʓ>ÀŽï˜}ÊÌœÊ children and any association with social or sexual success. œˆ˜}ÊvÕÀÌ iÀÊÌ >˜ÊÌ iÊ œ`i]Ê*œÀ̓>˜ÊÀœÕ«Ê“i“LiÀÊVœ“«>˜ˆiÃÊ have pioneered a number of ground-breaking initiatives to educate Ì iÊ«ÕLˆVÊ>LœÕÌÊÀi뜘ÈLiÊ`Àˆ˜Žˆ˜}°Ê/ iÃiʈ˜VÕ`iÊ՘ˆÌʏ>Liˆ˜}]Ê the widespread promotion of responsible drinking messages and iÃÌ>LˆÃ ˆ˜}ÊÜÜÜ°`Àˆ˜Ž>Ü>Ài°Vœ°ÕŽ]ÊÜ ˆV ʈÃʘœÜÊÌ iʓ>ˆ˜ÊÜÕÀViÊ of consumer information on sensible drinking.

4222 PORT01 Corp Bro_FINAL.indd 3 15/4/08 14:14:04 Message from the Chief Executive

The vast majority of us enjoy drinking socially and I hope you will agree that the examples Companies are in a unique Ài뜘ÈLÞ°Ê ÕÌÊvœÀÊ̜œÊ“>˜ÞÊ«iœ«i]Ê œÜiÛiÀ]Ê highlighted in this brochure are inspirational. position to inform and excessive drinking is a way of life. Problems Our member companies have clearly put œvÊ>Vœ œÊ“ˆÃÕÃiÊ>ÀiÊ`ii«ÞÊÀœœÌi`ʈ˜ÊÜVˆiÌÞ]Ê social responsibility at the heart of their educate consumers «ÀiÛ>i˜Ìʈ˜ÊVœ““Õ˜ˆÌˆiÃ]Ê`>“>}ˆ˜}Ê«iœ«i½ÃÊ business operations. through their marketing. i>Ì ]ÊÀi>̈œ˜Ã ˆ«ÃÊ>˜`ÊV>ÀiiÀðÊ*œÀ̓>˜ÊÀœÕ«Ê It is encouraging that their social responsibility The creation of “i“LiÀÊVœ“«>˜ˆiÃ]ÊÌ iÊ1½Ãʏ>À}iÃÌÊ`Àˆ˜ŽÃÊ work appears to be contributing to improvements «Àœ`ÕViÀÃ]Ê>ÀiÊ՘ˆÌi`ʈ˜ÊÌ iˆÀÊVœ““ˆÌ“i˜ÌÊÌœÊ www.drinkaware.co.uk, in the nation’s drinking. The latest Office for change this. unit labelling and the >̈œ˜>Ê-Ì>̈Ã̈VÃÊiۈ`i˜ViÊà œÜÃÊÌ >ÌÊÌ iÊ Fine words are not enough. By becoming a number of adult harmful drinkers continues to fall widespread promotion “i“LiÀʜvÊÌ iÊ*œÀ̓>˜ÊÀœÕ«]ÊVœ“«>˜ˆiÃÊ>ÀiÊ >˜`Ê >ÃÊLii˜Êv>ˆ˜}ÊÃÌi>`ˆÞÊȘViÊÓää£°Ê ÀÕVˆ>Þ]Ê of responsible drinking making a public declaration of their willingness to iÛi˜Ê>“œ˜}ʣȇÓ{ÊÞi>À‡œ`Ã]ÊviÜiÀʜvÊÌ i“Ê>ÀiÊ messages are examples of Ã>VÀˆwViÊ«ÀœwÌÊvœÀÊÌ iÊ܈`iÀ]Ê«ÕLˆVÊ}œœ`°Ê binge drinking now compared to 2003. their ground-breaking work. Our Code of Practice protects the public from That’s not to say that we are complacent. Far from irresponsible marketing that can cause harmful it. We are considering what more producers could behaviour such as under age or rapid drinking. >˜`Êà œÕ`ÊLiÊ`œˆ˜}Ê̜ÊVÀi>ÌiÊ>ÊLiÌÌiÀ]Ê i>Ì ˆiÀÊ But our member companies go further than drinking culture. We would be pleased to discuss Ì iÊ œ`i½Ãʓˆ˜ˆ“Õ“ÊÃÌ>˜`>À`Ã]Ê`i“œ˜ÃÌÀ>̈˜}Ê ÞœÕÀʈ`i>Ãʜ˜ÊÌ ˆÃ°Ê/œ}iÌ iÀ]ÊÜiÊV>˜Êi˜}ˆ˜iiÀÊ leadership on social responsibility. further improvements in the nation’s drinking. Companies are in a unique position to inform and educate consumers through their marketing. 9œÕÀÃ]Ê / iÊVÀi>̈œ˜ÊœvÊÜÜÜ°`Àˆ˜Ž>Ü>Ài°Vœ°ÕŽ]Ê՘ˆÌÊ labelling and the widespread promotion of responsible drinking messages are examples œvÊÌ iˆÀÊ}ÀœÕ˜`‡LÀi>Žˆ˜}ÊܜÀŽ°Ê
``ˆÌˆœ˜>Þ]Ê responsible drinking is promoted in unique and David Poley ˆ˜˜œÛ>̈ÛiÊVœ“«>˜Þ‡i`ʈ˜ˆÌˆ>̈ÛiÃ]ÊܓiʜvÊÜ ˆV Ê *œÀ̓>˜ÊÀœÕ«Ê ˆivÊ ÝiVṎÛi are featured in this report. We regularly measure and publish our members’ commitment to social responsibility. In our latest evaluation we were pleased to find that responsible drinking messages appeared on three billion drinks containers and on £150 million worth of advertising during 2007 alone.

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4222 PORT01 Corp Bro_FINAL.indd 4 15/4/08 14:14:13 Group actions What all Portman Group member companies are doing

Funding for The Drinkaware Trust Unit labelling

˜Ê՘iÊÓääÈ]ÊÌ iʘiÜÊV >ÀˆÌÞ]ÊÌ iÊ Àˆ˜Ž>Ü>ÀiÊ/ÀÕÃÌ]Ê̜œŽÊœÛiÀÊÌ iÊÀi뜘ÈLiÊ Companies unit label their packaging to inform consumers about the drinking educational work previously done by the Portman Group. The Trust’s alcoholic content of each drink. objective is to positively change the national drinking culture to help reduce alcohol Over 3 billion drinks containers were unit labelled during 2007. misuse and minimise alcohol-related harm. The Trust is a unique partnership run by an independent board of Trustees including representatives of the medical Examples shown: Bacardi Rum’s responsible labelling, Diageo’s Blossom Hill’s responsible labelling, «ÀœviÃȜ˜]Ê>Vœ œÊV >ÀˆÌˆiÃÊ>˜`ʈ˜`ÕÃÌÀÞ° S&N’s Jacques Cider responsible labelling and Beverage Brand’s responsible WKD label. The Portman Group is providing £6.3 million in funding between 2007-2009 for the Trust’s education and campaigning work. ˜ÊˆÌÃÊwÀÃÌÊÞi>À]ÊÌ iÊ/ÀÕÃÌÊ >ÃÊ i«i`ʜÛiÀÊÌ ÀiiÊ>˜`Ê>Ê >vʓˆˆœ˜Ê«iœ«iÊ̜ʓ>ŽiÊ LiÌÌiÀ]ʈ˜vœÀ“i`Ê`Àˆ˜Žˆ˜}ÊV œˆVið Examples shown: The Drinkaware Trust’s website and educational materials.

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4222 PORT01 Corp Bro_FINAL.indd 5 15/4/08 14:14:18 Promotion of www.drinkaware.co.uk Responsible drinking messages

ÜÜÜ°`Àˆ˜Ž>Ü>Ài°Vœ°ÕŽÊi`ÕV>ÌiÃÊVœ˜ÃՓiÀÃʜ˜ÊÀi뜘ÈLiÊ`Àˆ˜Žˆ˜}]ÊÀ>ˆÃˆ˜}Ê Companies include messages about the importance of responsible drinking on awareness of alcohol units and provides help to parents who want to talk to their Ì iˆÀʓ>ÀŽï˜}°Ê¼ ˜œÞÊÀi뜘ÈLÞ½ÊœÀʼŽ˜œÜÊޜÕÀʏˆ“ˆÌýÊ>««i>ÀÊiÝÌi˜ÃˆÛiÞʜ˜Ê children about alcohol. This website is promoted heavily by Portman Group member member companies’ advertising and drinks containers. companies on their advertising and drinks containers. This has contributed to a greater understanding of alcohol units. In 2004, www.drinkaware.co.uk appeared on 3 billion drinks containers and on £150 83 per cent of the population were aware of alcohol units rising to 86 per cent million worth of print, poster, cinema and television advertising during 2007. in 2006. This publicity has made it the main source of responsible drinking information for Examples shown: Carling’s unit indicator promotion, Carlsberg’s ‘Enjoy Responsibly’ initiative and Vœ˜ÃՓiÀÃ]Ê>ÌÌÀ>V̈˜}Ê{°Óʓˆˆœ˜Ê ˆÌÃÊ>˜`Ê£Óx]äääÊۈÈ̜ÀÃÊiÛiÀÞʓœ˜Ì ° Brown Forman’s Jack Daniel’s ‘Drink Responsibly’ campaign. Examples shown: Drinkaware’s poster campaign and website, and WKD’s television advertising promoting www.drinkaware.co.uk

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4222 PORT01 Corp Bro_FINAL.indd 6 15/4/08 14:14:24 Group actions What all Portman Group member companies are doing

Website age verification pages Clauses in contracts

Companies add age verification pages to their UK brand websites Companies have now incorporated a suitable clause into their contracts to to deter people under the legal drinking age from accessing the site. discourage suppliers from promoting their brands irresponsibly. No formal action has been taken yet to revoke a contract but a number of member companies have These urge entrants to submit their dates of birth and should under-18s averted problem promotions through proactive discussions with retailers. attempt to enter the site they are re-directed to an appropriate website for advice on the hazards of under age drinking. Examples shown: Carlsberg’s website, www.carlsberg.co.uk and Bacardi’s website, www.bacardi.com

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4222 PORT01 Corp Bro_FINAL.indd 7 15/4/08 14:14:28 Workplace alcohol policies Portman Group Advisory Service

Companies encourage their staff to promote responsible attitudes to alcohol. œ“«>˜ˆiÃÊ>VViÃÃÊv>ÃÌ]ÊvÀiiÊ>˜`ÊVœ˜w`i˜Ìˆ>Ê“>ÀŽï˜}Ê>`ۈViÊvÀœ“ÊÌ iÊ Portman Group to help them abide by the Code of Practice. This allows marketeers Companies have developed workplace alcohol policies and they ensure that to discuss ideas with the Portman Group and to get confidential advice on whether new staff receive information and training on the importance of responsible a brand strategy may possibly be in breach of the Code. drinking and marketing. Employees recognise that they are ambassadors for the business and that they can influence people’s attitudes towards alcohol Member companies and their marketeers also receive regular training as positively through their own responsible behaviour and information sharing. the Code evolves. Examples shown: Beverage Brands’ employee alcohol policy, Diageo’s employee alcohol policy and ˜Êv>VÌ]ʓ>˜ÞÊVœ“«>˜ˆiÃÊ >ÛiÊÌ iˆÀʜܘʓ>ÀŽï˜}Ê}Ո`iˆ˜iÃÊ̜ʫÀœ“œÌiÊLiÃÌÊ Bacardi Brown-Forman Brands’ Social Responsibility Z-card. practice. They have also developed internal approval processes to ensure that material is compliant with the relevant regulatory codes.

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4222 PORT01 Corp Bro_FINAL.indd 9 15/4/08 14:14:39 PORTMAN GROUPÊ-" 
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4222 PORT01 Corp Bro_FINAL.indd 10 15/4/08 14:14:45 Unique company initiatives Dedicated responsible drinking advertising

Diageo ‘The Choice Is Yours’ campaign “The message of the / iÊV>“«>ˆ}˜Ê>ˆÀi`ʈ˜ÊÌ iÊvœÕÀÊÜiiŽÃÊLiÌÜii˜ÊÌ iÊœÛiÀ˜“i˜Ì½Ãʼ˜œÜÊ9œÕÀʈ“ˆÌÃ½Ê campaign is that everyone advertising and anti-drink-driving campaign. This ensured a sustained responsible drinking message reached consumers in the lead up to the festive season. has a choice on a night œÀÊÌ iÊwÀÃÌÊ̈“i]ÊÌ ˆÃʈ˜˜œÛ>̈Ûi]ʈ˜Ìi}À>Ìi`ÊV>“«>ˆ}˜Êˆ˜VÕ`i`ÊLÀœ>`V>ÃÌ]ʜÕÌ`œœÀÊ out. The results show >˜`Ê«Àˆ˜ÌÊ>`ÛiÀ̈Ș}]Ê«ÕÃÊÌ iÊ`ˆ}ˆÌ>Ê>՘V ʜvÊÜÜÜ°Ì iV œˆViˆÃޜÕÀðVœ“ÊqÊ>˜Ê that young adults related interactive and engaging website to draw attention to alcohol consumption. The to and understood this, campaign ran nationally throughout November 2007 on prime time television and with the realism bringing Ì ÀœÕ} Ê`ˆ}ˆÌ>]ʜÕÌ`œœÀÊ>˜`Ê«Àˆ˜ÌÊ>`ÛiÀ̈Ș}°Ê/ iÊÀiÃՏÌÃÊÀiÛi>i`\ home a sense of personal UÊ ÈÓ¯ÊÜiÀiʓœÀiʏˆŽiÞÊ̜ÊVœ˜Ãˆ`iÀÊ`Àˆ˜Žˆ˜}ÊÀi뜘ÈLÞÊ>ÃÊ>ÊÀiÃՏÌʜvÊ seeing the adverts awareness of drinking.” UÊ ™Ó¯ÊÃ>ˆ`ÊÌ iÊ>`ÛiÀÌÃÊ>˜`ÊÜiLÈÌiÊ>ÀiÊÌ iʎˆ˜`ÊÌ >Ìʓ>ŽiÊޜÕÊÌ ˆ˜ŽÊ>LœÕÌÊ Benet Slay drinking responsibly >˜>}ˆ˜}Ê ˆÀiV̜À]Ê ˆ>}iœ UÊ n™¯ÊÃ>ˆ`ÊÌ iÊ>`ÛiÀÌÃʓ>`iÊÌ i“Ê>Ü>ÀiʜvÊÌ iÊV œˆViÃÊÜ i˜Ê`Àˆ˜Žˆ˜} UÊ nä¯ÊœvÊ«iœ«iÊ՘`iÀÃ̜œ`ÊÌ iʓ>ˆ˜Ê“iÃÃ>}iÊ̜ÊLiÊ>LœÕÌÊÀi뜘ÈLiÊ`Àˆ˜Žˆ˜} UÊ ™x¯ÊÃ>ˆ`ʈ̽ÃÊ}œœ`Ê̜ÊÃiiÊ>Vœ œÊVœ“«>˜ˆiÃÊ>`ÛiÀ̈Ș}Ê>ÊÀi뜘ÈLiÊ drinking message.

Coors Old firm campaigning Coors was also the first œœÀÃÊ ÀiÜiÀÃÊ >ÃÊ>Ê«ÀœÕ`ÊÌÀ>`ˆÌˆœ˜ÊœvÊÕȘ}ʈÌÃÊ >Àˆ˜}Ê뜘ÜÀà ˆ«ÊœvÊ,>˜}iÀÃÊ>˜`Ê alcohol sponsor to provide Celtic Football Clubs to promote responsible drinking. alternatives of unbranded Coors first brought the club managers together to appear in TV commercials in 2003 ÜˆÌ Ê,>˜}iÀýÊ
iÝÊ ViˆÃ Ê>˜`Ê >À̈˜Ê"½ iˆÊœvÊ iÌˆVÊÕÀ}ˆ˜}Ê`Àˆ˜ŽiÀÃʘœÌÊÌœÊ ˆÌÊÌ iÊ replica shirts for children. bar too many times. Programme pages have œ˜ÃՓiÀÊÀiÃi>ÀV Êà œÜi`ÊÌ >ÌÊÌ iʓiÃÃ>}iÊ ˆÌÊ œ“iÊÜˆÌ Ê>Õ`ˆi˜ViÃ]Ê«Àœ“«Ìˆ˜}Ê also been donated for the Coors to run another burst of radio advertising during 2005. In this follow-up Portman Group and Alcohol V>“«>ˆ}˜]ÊœÀ`œ˜Ê-ÌÀ>V >˜]ÊVÕÀÀi˜ÌÊ iÌˆVÊLœÃÃ]Ê>`ۈÃi`Ê«iœ«iÊ̜ÊÃ̈VŽÊ̜Ê>Ê}>“iÊ Focus Scotland to promote «>˜ÊLÞʺ >ۈ˜}Ê>ʘˆ} ÌÊޜսÊ˜iÛiÀÊvœÀ}iÌÊqʈ˜ÃÌi>`ʜvʜ˜iÊޜÕÊV>˜½ÌÊÀi“i“LiÀ°»Ê
iÝÊ ViˆÃ ʜvviÀi`ÊܓiÊÌ>V̈VÃ\ʺ-Ì>Þʈ˜ÊVœ˜ÌÀœÊ>˜`Ê`œ˜½ÌÊ >ÛiÊ̜œÊ“ÕV Ê̜Ê`Àˆ˜Ž°Ê sensible drinking. / >ÌÊÜ>Þ]ÊޜսÊLiÊÀˆ} Ìʜ˜Ê̜«ÊœvÊޜÕÀÊ}>“i°»

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4222 PORT01 Corp Bro_FINAL.indd 11 15/4/08 14:14:47 Brown-Forman Jack Daniel’s responsible drinking campaign *œÃÌiÀ]ÊVˆ˜i“>Ê>˜`Ê՘`iÀ}ÀœÕ˜`Ê “This campaign advertising focus on ‘maturity.’ complements our freshers’ Consumers of Jack Daniel’s are urged to ‘take it easy’ and ‘don’t push it’ in a fairs activity, specifically £1 million campaign. 1 in 6 inserts in raising unit awareness press advertising was responsibility and understanding of the Ì i“i`Æʣʈ˜Ê™Êœ˜`œ˜Ê>˜`ʏ>Ã}œÜÊ underground posters and every government’s recommended other cinema ad focused on drinking drinking guidelines.” responsibly. This campaign was also adapted and activated within the National David Dearie 1˜ˆœ˜ÊœvÊ-ÌÕ`i˜ÌÃÊ­ 1-®]ÊëiVˆwV>ÞÊ >˜>}ˆ˜}Ê ˆÀiV̜À]Ê ÀœÜ˜‡œÀ“>˜Ê launched during exam periods which are iÛiÀ>}iÃÊ ÕÀœ«iÊEÊ
vÀˆV> notoriously associated with excessive drinking caused by stress.

Pernod Ricard UK Accept Responsibility campaign *iÀ˜œ`Ê,ˆV>À`Ê1½ÃʘiÜÊÜVˆ>ÊÀi뜘ÈLˆˆÌÞÊV>“«>ˆ}˜ÊÕÀ}iÃÊ Vœ˜ÃՓiÀÃÊ̜ʼ
VVi«ÌÊ,i뜘ÈLˆˆÌÞ½ÊvœÀÊÌ iˆÀʜܘÊ`Àˆ˜Žˆ˜}Ê behaviours. While the industry accepts its own responsibility in i«ˆ˜}ÊVœ˜ÃՓiÀÃÊ̜ʓ>Žiʈ˜vœÀ“i`Ê`iVˆÃˆœ˜ÃÊ>LœÕÌÊ`Àˆ˜Žˆ˜}]ʈÌÊ cannot single-handedly resolve these issues of alcohol related harm. We must all collectively play a part in taking responsibility for the decisions we make about how and when we consume alcohol. *iÀ˜œ`Ê,ˆV>À`Ê1ʈÃÊV >i˜}ˆ˜}ÊVœ˜ÃՓiÀÃÊ̜ÊVœ˜vÀœ˜ÌÊÌ iˆÀÊœÜ˜Ê drinking behaviours and the excuses they make about drinking alcohol through an above-the-line campaign. This campaign will be delivered in three stages. The first phase targets binge drinkers and was launched in April 2008 with adverts appearing in UK papers and online media for one month.

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4222 PORT01 Corp Bro_FINAL.indd 12 15/4/08 14:14:52 Drink-Drive

Brown-Forman Southern Comfort “Safe-Ride” initiative The advertisement >՘V i`ʈ˜Ê ÀˆÃ̓>ÃÊÓääÇʜ˜ÊÌ iÊ>˜Ìˆ‡`Àˆ˜Ž‡`ÀˆÛiÊÌ i“i]Ê ran alongside the this campaign was specifically targeted at young people in Ì iˆÀÊÎäÃ]Êi“« >ÈȘ}ÊÌ iʈ“«œÀÌ>˜ViʜvÊ}iÌ̈˜}Ê œ“iÊÃ>viÞ°Ê branded advertising Advertisements ran across the UK television network during campaign with one in five iVi“LiÀ]Ê>««i>Àˆ˜}ʈ˜ÊÈääÊëœÌðÊ,iÃi>ÀV ʈ˜`ˆV>ÌiÃÊÌ >ÌÊ of all advertisements they were seen at least once by 26 million adults. The next burst of advertising was aired throughout January and February seen being the ̜ÊVœˆ˜Vˆ`iÊÜˆÌ Ê-œÕÌ iÀ˜Ê œ“vœÀ̽ÃÊ iÀˆÌ>}iÊ>˜`ÊVœ˜˜iV̈œ˜Ê “Safe-Ride” creative. with Mardi Gras. The advertisement ran alongside the branded advertising campaign with one in five of all advertisements Ãii˜ÊLiˆ˜}ÊÌ iʺ->vi‡,ˆ`i»ÊVÀi>̈Ûi°Ê˜Ê>``ˆÌˆœ˜]ÊÌ iʺ->vi‡ ,ˆ`i»ÊÀi뜘ÈLˆˆÌÞÊ>`ÊÜ>ÃÊÀ՘ʜ˜Ê™xÊ՘ˆÛiÀÈÌÞÊV>“«ÕÃiÃÊ>˜`Ê appeared on television screens within bars.

Carlsberg Lsberg campaign This impactful activity / ˆÃÊV>“«>ˆ}˜]Ê`iۈÃi`ÊLÞÊ->>ÌV ˆ½Ã]Ê̜œŽÊ«>ViʜÛiÀÊÌÜœÊ was well received by the ÀˆÃ̓>ÃÊ«iÀˆœ`ÃÊqʎiÞÊ̈“iÃÊvœÀʼ œ˜½ÌÊ Àˆ˜Ž‡ ÀˆÛi½ÊV>“«>ˆ}˜Ã°Ê / iʈ`i>ÊLi ˆ˜`ÊÌ iÊ>V̈ۈÌÞÊÜ>ÃÊ̜ʏi>ÛiÊÌ iʼ >À½Ê>ÌÊ œ“i]Ê trade and described as an i˜ViÊÌ iÊÀiÃՏ̈˜}ʼÃLiÀ}½ÊܜÀ`ˆ˜}°Ê/ iÊV>“«>ˆ}˜ÊÀ>˜Ê>ÃÊÃÌÀˆ«Ê innovative way of getting >`ÛiÀÌÃÊ>VÀœÃÃÊÌ iÊVœ˜ÃՓiÀÊ«ÀiÃÃÊÃÕ««œÀÌi`ÊLÞÊ>ʘՓLiÀʜvÊ*,Ê a ‘leave the car at home’ >V̈ۈ̈iÃʈ˜ÊÌ iÊÌÀ>`iÊ«ÀiÃðʘÊ>``ˆÌˆœ˜]Ê >ÀÃLiÀ}Ê1Ê«Àœ`ÕVi`Ê a unique set of beer mats for the key Christmas periods and message to drinkers. distributed these throughout its on-trade customer base. This effective activity was well received by the trade and described as an innovative way of getting a ‘leave the car at home’ message to drinkers.

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4222 PORT01 Corp Bro_FINAL.indd 13 15/4/08 14:14:56 Influencing retailers

Best Bar None The Best Bar None Award is granted to British alcohol on-premise retailers with a demonstrable commitment to social responsibility >˜`ÊVÀi>̈˜}Ê>ÊÃ>viÊ>˜`Ê i>Ì ÞÊi˜ÛˆÀœ˜“i˜ÌÊvœÀÊVÕÃ̜“iÀðÊ-iÌ̈˜}Ê Ì iʘ>̈œ˜>ÊLi˜V “>ÀŽÊvœÀÊ}œœ`Ê«À>V̈Vi]ÊÌ iÊ«Àœ}À>““iʈÃʘœÜÊ œ«iÀ>̈˜}ʈ˜ÊœÛiÀÊnäÊ>Ài>ÃʜvÊÌ iÊ1]ÊVœ˜ÌÀˆLṎ˜}Ê̜Ê>ÊÀi`ÕV̈œ˜Ê in crime and harm. Premises gaining the award display a plaque outside to show the public that they have implemented key actions which have raised standards in their outlets. Producers support these regional awards through their involvement “Best Bar None actively on working parties and sponsorship. Carlsberg support the Best Bar None Awards in Oxford and Brighton. Diageo sponsors Best encourages the responsible >ÀÊ œ˜iʈ˜Ê*œÀÌӜÕÌ ]Ê Ài˜Ì]Ê iÜV>Ã̏i]Ê>VÀœÃÃÊ-VœÌ>˜`Ê>˜`Ê serving of brands in a Ì iÊ 1-°Ê ÀœÜ˜‡œÀ“>˜Ê>˜`Ê >V>À`ˆ‡ >À̈˜ˆ]ÊÌ ÀœÕ} ʈÌÃʍœˆ˜ÌÊ1Ê controlled environment Ûi˜ÌÕÀi]Ê뜘ÜÀÃÊ iÃÌÊ >ÀÊ œ˜iʈ˜ÊÌ iÊ 1-]Ê-œÕÌ >“«Ìœ˜Ê>˜`Ê delivering a quality product *œœi]Ê>˜`Ê«>˜ÃÊ̜ÊiÝÌi˜`ÊÌ ˆÃÊ뜘ÜÀà ˆ«Ê̜Ê>˜œÌ iÀÊwÛiÊVˆÌˆiÃÊ within the UK during 2008. to its consumers.” John Beard Beverage Brands >V>À`ˆ‡ >À̈˜ˆÊˆ“ˆÌi`½ÃÊ " Retailer Kits iÛiÀ>}iÊ À>˜`ÃÊvi>ÌÕÀiÊ>Ê*œˆ˜ÌʜvÊ->iʜ̏ˆ˜iʘՓLiÀʜ˜ÊV>ÃiÃÊ œvÊÃ̜VŽ]ÊÌÀ>`iÊ>`ÛiÀ̈Ș}Ê>˜`Ê«ÀiÃÃÊÀii>Ãiðʘ`i«i˜`i˜ÌÊ ÀiÌ>ˆiÀÃÊ>˜`Ê«ÕLˆV>˜ÃÊV>˜ÊV>ÊÌ iÊ œÌˆ˜iÊ̜ʜÀ`iÀÊ*œˆ˜ÌʜvÊ->iÊ ŽˆÌÃ]ÊÜˆÌ ÊÈääÊ`ˆÃÌÀˆLÕÌi`ʜ˜Ê>ÛiÀ>}iÊiÛiÀÞʓœ˜Ì °Ê
ÊœvÊÌ iʎˆÌ½ÃÊ branded items clearly feature the Drinkaware logo and some contain Ài뜘ÈLiÊ`Àˆ˜Žˆ˜}ʓ>ÌiÀˆ>ÃÊÃÕV Ê>ÃÊ«œÃÌiÀÃ]ʏi>yiÌÃÊ>˜`Ê՘ˆÌÊ V>VՏ>̜ÀðʘÊÓääÇ]Ê iÛiÀ>}iÊ À>˜`Ãʈ˜VÕ`i`ÊÀi뜘ÈLiÊ`Àˆ˜Žˆ˜}Ê “>ÌiÀˆ>Ãʈ˜Ê£xä]äääÊV>ÃiÃʜvÊÌ iˆÀÊ7 Ê«Àœ`ÕVÌ°Ê/ iÃiÊ«ÀœÛi`Ê «>À̈VՏ>ÀÞÊ«œ«Õ>ÀÊÜˆÌ Êˆ˜`i«i˜`i˜ÌÊÀiÌ>ˆiÀÃ]ÊÜ œÊ>ÀiʘœÌœÀˆœÕÏÞÊ “œÀiÊ`ˆvwVՏÌÊ̜ÊÀi>V ]Ê>˜`ÊÜ œÊ`œÊ˜œÌÊ >ÛiÊ>VViÃÃÊ̜ÊÌ iÊÃ>“iÊ corporate resources as larger retailers. This enabled them to demonstrate their commitment to educating consumers about responsible drinking.

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4222 PORT01 Corp Bro_FINAL.indd 14 15/4/08 14:15:00 Events work

Scottish and Newcastle (S&N UK) Edinburgh’s Hogmanay Police, public safety and `ˆ˜LÕÀ} ½ÃÊœ}“>˜>ÞÊ-ÌÀiiÌÊ*>ÀÌÞʈÃʜ˜iʜvÊÌ iÊܜÀ`½ÃÊ emergency services officials «Ài“ˆiÀÊ iÜÊ9i>À½ÃÊViiLÀ>̈œ˜ÃÊÜˆÌ Ê“œÀiÊÌ >˜Ê™x]äääÊ«iœ«iÊ celebrating the arrival of 2008. The event receives global media welcomed the sensible VœÛiÀ>}iÊvœÀÊ `ˆ˜LÕÀ} Ê>˜`Ê-VœÌ>˜`Ê>˜`ʈÃʜ˜iʜvÊ-VœÌ>˜`½ÃÊ drinking approach with iconic events. While attendees can bring their own alcohol to only a handful of people Ì iÊiÛi˜Ì]ÊÌ ˆÃÊÞi>ÀÊÃ>ÜÊÌ iÊwÀÃÌÊÃ>iÃʜvÊ>Vœ œÊ>ÌÊëiVˆ>ÞÊ Vœ˜ÃÌÀÕVÌi`ÊÌi“«œÀ>ÀÞÊL>ÀÃʜ˜Ê*Àˆ˜ViÃÊ-ÌÀiiÌ°Ê-E Ê1Ê arrested for minor offences developed responsible drinking signage for this event rather during the celebrations. Ì >˜ÊÌ iÊÕÃÕ>ÊLÀ>˜`Ê>`ÛiÀ̈Ș}°Ê*œˆVi]Ê«ÕLˆVÊÃ>viÌÞÊ>˜`Ê emergency services officials welcomed the sensible drinking approach with only a handful of people arrested for minor offences during the celebrations.

InBev T In The Park “We encourage servers / ˆÃʈÃÊ>ʓ>œÀʓÕÈVÊviÃ̈Û>Ê i`Ê>˜˜Õ>Þʈ˜Ê-VœÌ>˜`ÊȘViÊ£™™{Ê to think carefully about >˜`ʘ>“i`Ê>vÌiÀʈÌÃʓ>ˆ˜Ê뜘ÜÀ]ÊÌ iÊLÀi܈˜}ÊVœ“«>˜ÞÊ/i˜˜i˜ÌÃ]Ê how they serve alcohol owned by InBev. The company promotes responsibility throughout Ì iÊiÛi˜Ì]ÊÜ ˆV Ê£ää]äääÊ«iœ«iÊ>ÌÌi˜`i`ʜÛiÀÊÌ ÀiiÊ`>ÞÃʈ˜ÊÓääÇ° and to whom. This ,i뜘ÈLiÊ`Àˆ˜Žˆ˜}ʓiÃÃ>}iÃÊÜiÀiÊ«Àœ“œÌi`ʜ˜ÊÌ iÊ/ʘÊ/ iÊ training makes them more *>ÀŽÊÜiLÈÌiÊ>˜`ʜ˜Ê>ÊiÛi˜ÌÊÀi>Ìi`ʓ>ÌiÀˆ>Ã]ʈ˜VÕ`ˆ˜}Ê}Ո`iÃ]Ê confident about the law bar tokens and point of sale materials. InBev also donated and how to enforce it.” advertising space to The Drinkaware Trust to raise consumer awareness of its efforts to reduce alcohol misuse. Stuart MacFarlane *ÀiÈ`i˜Ì]ʘ iÛÊ1 ˜Ê«>À̘iÀà ˆ«ÊÜˆÌ Ê
Vœ œÊœVÕÃÊ-VœÌ>˜`Ê>˜`ÊÌ iÊ-VœÌÌˆÃ Ê ˆVi˜Ãi`Ê/À>`iÊ iÜÃÊ­-/ ®]ʘ iÛʏ>ÃÌÊÞi>ÀÊ«ÕÌÊ>ÊœvÊÌ iÊxääÊ iÛi˜ÌÊL>ÀÊÃÌ>vvÊÌ ÀœÕ} ÊÌ iÊ-iÀÛi܈ÃiÊVœÕÀÃi°Ê/ ˆÃÊi`ÕV>Ìi`ÊÌ i“Ê >LœÕÌÊ«ÀœLi“ÃʜvÊ՘`iÀ‡>}iÊ`Àˆ˜Žˆ˜}]Ê`Àˆ˜Ž‡`ÀˆÛˆ˜}]ÊLˆ˜}iÊ`Àˆ˜Žˆ˜}Ê and alcohol-related crime and disorder.

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4222 PORT01 Corp Bro_FINAL.indd 15 15/4/08 14:15:03 Positive role-models

Bacardi Limited Michael Schumacher, Bacardi Limited’s Global Social Responsibility Ambassador / iÊÃiÛi˜‡Ìˆ“iÃÊœÀ“Տ>Ê£Ê7œÀ`Ê œÌœÀÊ,>Vˆ˜}Ê >“«ˆœ˜ÊˆÃÊ Within the UK, a £1.5 million >V>À`ˆÊˆ“ˆÌi`½ÃʏœL>Ê-œVˆ>Ê,i뜘ÈLˆˆÌÞÊ
“L>ÃÃ>`œÀ°Ê/ iÊ campaign will culminate in vœVÕÃʜvÊÌ iʈ˜ˆÌˆ>̈Ûi]ÊÜ ˆV ʈ˜VÕ`iÃÊ>Ê ˆ} Ê«ÀœwiʓՏ̈Êv>ViÌi`Ê “i`ˆ>ÊV>“«>ˆ}˜Êˆ˜VÕ`ˆ˜}Ê>`ÛiÀ̈Ș}]ÊVœ˜ÃՓiÀÊi˜}>}i“i˜Ì]Ê*,Ê targeting the crucial months >˜`Ê`ˆ}ˆÌ>Ê“i`ˆ>]ʈÃÊ̜ÊVœ““Õ˜ˆV>ÌiÊ>˜Êˆ˜ÌiÀ˜>̈œ˜>Ê¼`Àˆ˜Žˆ˜}Ê>˜`Ê of November and December `ÀˆÛˆ˜}Ê`œ˜½ÌʓˆÝ½]ÊÜVˆ>ÊÀi뜘ÈLˆˆÌÞʓiÃÃ>}i°Ê >V>À`ˆÊˆ“ˆÌi`Ê when the incidence of will run campaigns in many different markets around the world. 7ˆÌ ˆ˜ÊÌ iÊ1]Ê>ÊË£°xʓˆˆœ˜ÊV>“«>ˆ}˜Ê܈ÊVՏ“ˆ˜>Ìiʈ˜ÊÌ>À}ï˜}Ê potential drink-drive cases the crucial months of November and December when the incidence tends to peak. of potential drink-drive cases tends to peak. Bacardi-Martini will be encouraging people hosting parties at home and drinking in bars to be certain that they and their friends make responsible decisions about how they should get home. The overall programme of activities includes initiatives involving retailers and consumers as well as TV advertising. www.championsdrinkresponsibly.com

Carlsberg Martin Johnson promoting healthy living for Carlsberg Martin has been the face on a number of high profile promotional “Students provide the ideal V>“«>ˆ}˜ÃÊvœÀÊ/ȉiÞ½Ã]ÊLÀiÜi`ÊLÞÊ >ÀÃLiÀ}°Ê >À̈˜ÊˆÃÊÌ iÊ audience because they «iÀviVÌÊ>“L>ÃÃ>`œÀÊvœÀÊ>˜Ê>Vœ œˆVÊLÀ>˜`]Ê>ÃÊ i½ÃÊiÝÌÀi“iÞÊ respected and physically fit. As part of Carlsberg’s ‘Drinking tend to be in the 18-24 -i˜ÃˆLÞ½Ê>˜`ʼi>Ì ÞʈviÃÌޏi½ÊV>“«>ˆ}˜ˆ˜}]Ê >À̈˜Ê >Ãʓ>`iÊ age group, perceived to be «iÀܘ>Ê>««i>À>˜ViÃÊ>ÌÊÃiÛiÀ>Ê՘ˆÛiÀÈÌÞÊiÛi˜ÌðÊi½ÃÊ뜎i˜Ê heavy drinkers. Thousands with authority about how a world cup winning captain can reach the peak of fitness and achievement but also continue to have a of them have learnt from healthy social life. a successful athlete on the negative impact that excessive alcohol can have on career aspirations.” Doug Clydesdale ˆivÊ ÝiVṎÛiÊ"vwViÀ]Ê >ÀÃLiÀ}

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4222 PORT01 Corp Bro_FINAL.indd 16 15/4/08 14:15:07 Community projects

Scottish and Newcastle (S&N UK) Alcohol Arrest Referral Scheme “This arrest scheme -VœÌ̈à Ê>˜`Ê iÜV>Ã̏iÊVœ“«>˜Þ]Ê Õ“iÀÃ]ʈÃÊܜÀŽˆ˜}ʈ˜Ê has been hailed a huge partnership with the community alcohol team of the Primary Care /ÀÕÃÌ]Ê«œˆVi]ʏœV>Ê}œÛiÀ˜“i˜ÌÊ>˜`ÊÌ iÊ Õ“iÀʜ՘`>̈œ˜Êœ˜ÊÌ ˆÃÊ success and is being «ÀœiVÌʈ˜ÊiÀivœÀ`à ˆÀi°Ê/ iÊÃV i“iÊ>œÜÃʜvvi˜`iÀÃÊÌœÊ >ÛiÊ used as a model across their individual drinking assessed with trained counsellors at the West Mercia. Whilst œ““Õ˜ˆÌÞÊ
Vœ œÊ-iÀۈVi]ÊÜ i˜ÊÌ iÊ*œˆViÊLiˆiÛiÊ>Vœ œÊ >ÃÊ contributed to their arrest. Methods of engaging with offenders being open to anyone, include: visiting the police cells; being present at the magistrates’ it is predominantly court with attendance as a police bail condition; and attendance at aimed at young two counselling sessions cancelling a fixed penalty notice issued for an alcohol-related offence. The re-offence rate in the year to people, highlighting April 2007 for those who attended the scheme in these six months the dangers of alcohol Ü>Ãʣȯ]ÊLÕÌÊ{™¯ÊvœÀÊÌ œÃiÊÜ œÊ`ˆ`ʘœÌ°Ê misuse. We have seen a dramatic reduction Diageo in re-offending among CragRats Theatre those that have been 2äänÊÃiiÃÊ ˆ>}iœÊ«>À̘iÀÊÜˆÌ ÊÌ i>ÌÀiÊVœ“«>˜Þ]Ê À>},>ÌÃ]ÊvœÀÊÌ iÊ third consecutive year to roll out the innovative alcohol awareness helped by the scheme.” Ì i>ÌÀiÊ̜ÕÀ]ʼ7>ÃÌi`½]Ê>ˆ“i`Ê>ÌÊ££‡£{ÊÞi>Àʜ`Ê«Õ«ˆÃʈ˜ÊÃiVœ˜`>ÀÞÊ Superintendent Kevin Purcell ÃV œœÃÊ>VÀœÃÃÊ ˜}>˜`Ê>˜`Ê-VœÌ>˜`°Ê iÀivœÀ`à ˆÀiÊ ˆÛˆÃˆœ˜] / ˆÃÊÞi>À½Ãʼ7>ÃÌi`½Ê̜ÕÀÊÜ>ÃÊ«iÀvœÀ“i`Ê̜ÊÓ{]äääÊޜ՘}Ê«iœ«iʈ˜Ê West Mercia Police 120 schools between January and March. The play involves three V >À>VÌiÀÃ\ÊiÞ]Ê iÀʜ`iÀÊLœÞvÀˆi˜`]Ê ˆŽi]Ê>˜`ÊÌ iˆÀÊvÀˆi˜`]Ê/>â]Ê and follows the characters through a number of situations touching œ˜Ê՘`iÀÊ>}iÊ`Àˆ˜Žˆ˜}]ÊÌ iʈ“«>VÌʜvÊ>Vœ œÊœ˜ÊvÀˆi˜`à ˆ«ÃÊ>˜`Ê ÃœVˆ>Ê>V ˆiÛi“i˜Ì]Ê«iÀܘ>Ê`>˜}iÀ]ÊÌ iʏ>ÜÊ>˜`ÊÌ iÊV >i˜}iÃʜvÊ peer pressure and making personal choices. -ˆ˜ViÊ ˆ>}iœÊLiV>“iʈ˜ÛœÛi`ÊÜˆÌ Ê À>},>ÌÃʈ˜ÊÓääx]Ê{ä]äääÊ pupils in 690 schools have participated in the programme ܜÀŽÃ œ«Ã°Ê
˜`ÊÜ >̽ÃʓœÀi]ÊiÛ>Õ>̈œ˜Ê>“œ˜}ÃÌÊ«Õ«ˆÃÊ>˜`Ê Ìi>V iÀÃÊÜ œÊ >ÛiÊ«ÀiۈœÕÏÞÊÃii˜ÊÌ iÊ«>Þ]ʜÀÊ«>À̈Vˆ«>Ìi`ʈ˜ÊÌ iÊ ÜœÀŽÃ œ«Ã]Ê >ÃÊÀiÛi>i`ÊܓiÊVœ“«iˆ˜}ÊÀiÃՏÌÃ\ʙȯÊÃ>ˆ`ʈÌÊ “>`iÊÌ i“ÊÌ ˆ˜ŽÊ>LœÕÌÊÌ iÊivviVÌÃʜvÊ>Vœ œÊ“ˆÃÕÃiÊ>˜`ʙn¯ÊœvÊ teachers agreed the play is beneficial for students.

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4222 PORT01 Corp Bro_FINAL.indd 17 15/4/08 14:15:13 Scottish and Newcastle (S&N UK) Partnership with Turning Point -E Ê1ʈÃÊ i«ˆ˜}Ê/ÕÀ˜ˆ˜}Ê*œˆ˜ÌÊ “The service works with «ÀœÛˆ`iÊ>ʘiÜʜëˆÌ>Ê
Vœ œÊ hospital patients who are ˜ÌiÀÛi˜Ìˆœ˜Ê-iÀۈViʈ˜Ê+Õii˜Ê ˆâ>LiÌ ÊœÃ«ˆÌ>]Ê>Ìià i>`°Ê identified as hazardous, Turning Point is the UK’s leading harmful or dependent social care organisation providing drinkers. It aims to reduce services for people with complex needs including those affected by their need for hospital alcohol misuse. based care, allowing Patients possibly in need of support them to get support in are made known to Turning Point’s their own community.” Alcohol Intervention Worker who may Ì i˜ÊÀiviÀÊÌ i“Ê̜ÊÌ iÊ-iÀۈVi]Ê >ۈ˜}Ê Jeremy Blood first sought their verbal consent. >˜>}ˆ˜}Ê ˆÀiV̜À] -VœÌ̈à Ê>˜`Ê iÜV>Ã̏iÊ1 / iÊ-iÀۈViÊ«ÀœÛˆ`iÃÊÌ iÃiÊ«>̈i˜ÌÃÊ with access to relevant information >˜`ʈ˜ÌiÀÛi˜Ìˆœ˜Ã°ÊÌÊ>ÃœÊÀiviÀÃÊ«>̈i˜ÌÃ]ʈvʘiViÃÃ>ÀÞ]Ê to general community based services and specialist alcohol treatment providers. 1˜`iÀÊÌ iÊ«ÀœiVÌ]Ê-E Êv՘`ÃÊÌ iÊ
Vœ œÊ˜ÌiÀÛi˜Ìˆœ˜Ê7œÀŽiÀÊL>Ãi`Ê in the hospital and half funds an Alcohol Case Worker who supports Ì iÊ ˆ} ÞÊ`i«i˜`i˜ÌÊ>˜`ÊÀi«i>ÌÊ>`“ˆÃȜ˜ÃÊ̜ÊÌ iʜëˆÌ>°

Bacardi Brown-Forman Freshers Fairs For the last five years Bacardi Brown-Forman Brands have targeted students at regional Freshers Fairs with responsible drinking packs. The packs contain unit awareness advice and responsible drinking ˆ˜vœÀ“>̈œ˜°Ê-ÌÕ`i˜ÌÃÊ>ÀiÊ>˜Êˆ“«œÀÌ>˜ÌÊ}ÀœÕ«Ê̜ÊV>«ÌÕÀiÊÜˆÌ Ê>Ê responsible drinking message before they settle into university life. The project has been a huge success and Bacardi Brown-Forman À>˜`ÃÊ«>˜Ê̜Ê`ˆÃÌÀˆLÕÌiÊÓä]äääÊ«>VŽÃÊ̜ʘiÜÊÃÌÕ`i˜ÌÃÊ Ì ˆÃÊ-i«Ìi“LiÀ°

PORTMAN GROUPÊ-" 
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4222 PORT01 Corp Bro_FINAL.indd 18 15/4/08 14:15:19 Innovative partnerships Lower alcohol options

Beverage Brands The emergence of lower “C2 is for people who enjoy USC Partnership strength drinks has helped to drinking alcohol but want create a healthier culture as well “Our marketeers are Beverage Brands used their promotional partnership with as extend consumer choice. a lower alcoholic option. It encouraged to promote ˆ} ‡ÃÌÀiiÌÊVœÌ ˆ˜}ÊÀiÌ>ˆiÀ]Ê1- ]Ê̜ÊÈ}˜ˆwV>˜ÌÞÊÀ>ˆÃiÊ may be they’ve got work awareness of www.drinkaware.co.uk. Before entering into InBev has released lower responsible drinking Ì ˆÃʍœˆ˜ÌÊÛi˜ÌÕÀi]Ê iÛiÀ>}iÊ À>˜`ÃÊV iVŽi`ÊÌ >ÌÊ>Ìʏi>ÃÌÊ >Vœ œÊÛiÀȜ˜ÃʜvʈÌÃÊ-Ìi>Ê looming, they have to be in unusual, visible and Ì Àii‡µÕ>ÀÌiÀÃʜvÊ1- Êà œ««iÀÃÊÜiÀiʜÛiÀÊ£nÊ̜ÊVœ“«ÞÊÜˆÌ Ê
À̜ˆÃÊ>˜`Ê iVŽÃÊLÀ>˜`Ã]Ê up early in the morning or effective ways. This Ì iÊ*œÀ̓>˜ÊÀœÕ«½ÃÊ œ`i°Ê
ÃÊ«>ÀÌʜvÊÌ iÊV>“«>ˆ}˜]Ê7 Ê called Peeterman Artois and simply want to stay focused customers received clothing vouchers when they bought Becks Vier respectively: all are partnership gave the one of the 1.4 million packs which carried the promotion. >ÀœÕ˜`Ê{¯Ê>Vœ œÊLÞÊۜÕ“i°Ê while at the same time website high street ˜ÊÀiÌÕÀ˜]ÊÌ iÊ7 ÊLÀ>˜`Ê>œ˜}ÊÜˆÌ ÊÜÜÜ°`Àˆ˜Ž>Ü>Ài°Vœ°ÕŽÊ Carlsberg have launched a ‘low enjoy a drink.” ÜiÀiÊ`ˆÃ«>Þi`Ê«Àœ“ˆ˜i˜ÌÞÊ>VÀœÃÃÊÌ iÊ܈˜`œÜÃʜvÊÈ£Ê1- Ê alcohol’ Carlsberg lager and an exposure, literally, Mark Hunter high-street stores for six weeks and appeared in direct mail >Vœ œÊvÀiiÊÛ>Àˆ>˜ÌʜvÊœÃÌi˜° putting the Drinkaware ˆivÊ ÝiVṎÛi]Ê œœÀà ̜ʣxä]äääÊÃ̜ÀiÊV>À`Ê œ`iÀðÊ/ ˆÃÊ՘ˆµÕiʈ˜ˆÌˆ>̈ÛiÊ >ÃÊ i«i`Ê œœÀÃÊ >ÃÊ«Àœ`ÕVi`Ê>ÊÓ¯Ê make drinkaware the most popular website for responsible brand in shop windows.” ÛiÀȜ˜ÊœvÊ >Àˆ˜}]ÊV>i`Ê drinking consumer information in the UK. Joe Woods Ó]ʈ˜ÛiÃ̈˜}Ê i>ۈÞʈ˜ÊˆÌÃÊ >˜>}ˆ˜}Ê ˆÀiV̜À] development and marketing. Beverage Brands

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Ê, -*" 15/4/08 14:15:32 | 19 About the Portman Group

The Portman Group is supported by the UK’s leading drinks producers. We are concerned Portman Group solely with the social responsibility issues surrounding alcohol. Our role is: 7-10 Chandos Street 50% Cavendish Square UÊ̜Êi˜VœÕÀ>}iÊ>˜`ÊV >i˜}iÊÌ iʈ˜`ÕÃÌÀÞÊ̜ʫÀœ“œÌiʈÌÃÊ«Àœ`ÕVÌÃÊÀi뜘ÈLÞ]ÊÜ ˆV Ê London W1G 9DQ ÜiÊ`œÊ“>ˆ˜ÞÊÌ ÀœÕ} ʜ«iÀ>̈˜}ʜÕÀÊ œ`iʜvÊ*À>V̈Viʜ˜ÊÌ iÊ >“ˆ˜}]Ê*>VŽ>}ˆ˜}Ê>˜`Ê Promotion of Alcoholic Drinks; T. 020 7907 3700 UÊ̜Êà œÜʏi>`iÀà ˆ«Êœ˜ÊLiÃÌÊ«À>V̈Viʈ˜ÊÌ iÊ>Ài>ʜvÊ>Vœ œÊÜVˆ>ÊÀi뜘ÈLˆˆÌÞÊÌ ÀœÕ} Ê F. 020 7907 3710 the actions of our member companies; and [email protected] Cert no. TT-COC-2168 www.portmangroup.org.uk UÊ̜Êëi>ŽÊœ˜ÊLi >vʜvʜÕÀʓi“LiÀÃʜ˜ÊÌ iÃiʈÃÃÕiÃÊ̜ʈ˜vœÀ“Ê«ÕLˆVʜ«ˆ˜ˆœ˜Ê>˜`Ê«œˆVÞ°

4222 PORT01 Corp Bro_FINAL.indd 1 15/4/08 14:13:56