Diageo-Backed California Labeling Bill Wins Key State Senate Committee Approval

13/07/07 With support from Diageo, the world's leading spirits, wine and beer company, a key alcohol labeling bill has won the bipartisan approval of the State Senate Governmental Organization Committee.

The bill, AB 346 by California Assembly members James Beall and Lori Saldana, is part of Diageo's campaign to keep alcohol products out of the hands of kids. It would require that all beers or other malt beverages clearly state that they contain alcohol and reveal the alcohol content on the label if there is any chance the container could be confused with a non-alcoholic product.

"Diageo markets all of its alcohol products as alcohol products and has no interest in defending marketing practices that obscure the presence of alcohol," said Amy Elliott, Senior Director State Government Affairs, Diageo North America. "Diageo is proud to support this important and well intentioned legislation that will assist in making clear that beer products contain alcohol."

Added Diageo Executive Vice President Guy Smith, "It is especially noteworthy that The Marin Institute is joining with Diageo in supporting this important legislation as both Marin and Diageo share the same objectives in keeping alcohol out of the hands of kids."

AB 346 now goes to the Senate Appropriations Committee.

Diageo has a history of supporting progressive measures to combat underage drinking, including legislation to suspend the driver's license of adults who knowingly furnish alcohol to those under 21. Other initiatives include working with Mothers Against Drunk Driving to support .08 blood alcohol level as the law of the land on drunken driving and being the first beverage alcohol company to voluntarily ban advertising on college campuses.

Diageo's North American advertising and marketing code mandates responsibility messages on all its advertising and marketing materials.