Diageo leads Mexican roundtables on alcohol
Diageo believes that we work best when we work together. Responsible use of alcohol is a hot-button issue in Mexico. The laws about drinking and driving are often misunderstood, and, to make matters worse, there is a large market in illicit alcohol production. So in October 2010 we sponsored roundtable discussions with multiple stakeholders in Mexico City on how to improve laws and regulations to encourage more responsible attitudes and behaviour.
Diageo has experience from all over the world in promoting responsible drinking and we are able to share learnings across markets. For example in the United States, we have learned the positive impact of comprehensive drink driving legislation, the importance of sanctions at state level, and how industry and government can work together to get results.
The Secretary of Safety of Mexico City and the Federal Commissioner for the Protection of Sanitary Risks were among those who sat down with Diageo representatives for a series of round table discussions on promoting responsible drinking in the country. Diageo is already committed to fighting drinking and driving, but we wanted to go further and get input from many others including NGOs, youth groups and experts to help identify how the Mexican Government can continue to make progress, by, for example, reducing the legal limit to no alcohol for younger drivers. Born too at the summit was the idea of online training for bartenders and even valet parking attendants, which Diageo will launch next year.
Along with the heads of government agencies, the roundtables considered how federal initiatives might help address the large illicit and counterfeit issue in Mexico. Estimates that illicit alcohol makes up over 40% of the total market for alcohol were shared as a stimulus for better ways to tackle the threat they pose to the health and safety of Mexican consumers.