Diageo : North America launches new online experience and tool to encourage people in the U.S. to avoid impaired driving

North America is the company's second market to roll out the tool, after Diageo launched it in the United Kingdom in May 2021. Diageo plans to expand the tool's roll out to additional markets including Ireland, Italy, Greece, Spain, South Africa, India, Nigeria, Mexico, Colombia and Dominican Republic over the next 12 months, with users in each market able to select from a series of real impaired driver incidents based in their own country or region, in their local language. Diageo North America is also exploring partnerships with various organizations to expand the reach of the learning experience.

'The consequences of impaired driving are far-reaching and all too often extend well beyond ramifications for the offender. Early estimates indicate impaired driving fatalities have increased sharply in the past year due to many factors - mental health concerns, a false sense of security due to less populated roads, speeding, and impaired driving. As Labor Day weekend approaches, we remind Americans to not only engage with Diageo's new program, but to drink responsibly, plan ahead for a safe ride home if they choose to drink, and to never drive impaired. Not only could you ruin your own life, but you could also take the lives of others,' said Chris Swonger, president and CEO, Distilled Spirits Council of the United States and Responsibility.org.

Diageo has a long-standing commitment to promote responsible drinking through moderation and addressing the harmful use of alcohol. The company has a history of supporting global initiatives aimed at reducing traffic deaths and improving road safety. In North America, Diageo has funded safe rides, designated drivers and free transportation; supported the enforcement and development of impaired driving laws; and introduced a virtual reality experience that put consumers virtually in a fatal drunk driving crash to educate on the importance of responsible decision-making when drinking.

TheWrong Side of the Roadcan be accessed at https://drinkdriving.drinkiq.com/and is Diageo North America's latest responsible drinking initiative and part of an evolving approach that promotes changes in attitudes as a way of tackling impaired driving and supports the company's 10-year sustainability action plan, Society 2030: Spirit of Progress.

¹ Data from the 2019 Labor Day holiday period. Source: U.S. Department of Transportation's National Highway Traffic Safety Administration (NHTSA)