New Survey Results Reveal that More than Half of Caribbean Men
Questioned Drink Drive Every Week
February 2nd, 2009 (Kingston, Jamaica) – Today, Johnnie Walker® the world’s best-selling brand of Scotch Whisky, and West Indies cricket legend Sir Vivian Richards, are proud to announce the launch of the next phase of the ‘Know Your Boundaries’ responsible drinking campaign that will address the problem of drink/driving in the Caribbean.
Sir Viv Richards and the Johnnie Walker ‘Know Your Boundaries’ Team will be touring the Caribbean during the England’s forthcoming tour of the West Indies to raise awareness around the problem of drink/driving, by educating consumers using state-of-the-art, cricket-based technology about the importance of planning ahead if they are going out drinking, and always using a ‘Designated Driver’. Sir Viv will also be asking the people of the Caribbean to sign up to the ‘Keep Walking – Don’t Drink and Drive Movement’ and pledge their support to the campaign.
Rob Hobart, Marketing Director Diageo, Caribbean and Central America commented; “We are delighted to be working with Sir Vivian Richards once again as the ‘Know Your Boundaries’ Campaign enters its third year. The interest in cricket in the region is as strong as ever, and we will be using that enthusiasm in the sport as an educational and interactive way to draw parallels to Responsible Drinking, encouraging consumers not to drink & drive and to look at alternative ways of getting home safely.”
× Sir Vivian Richards added; “The Johnnie Walker ‘Know Your Boundaries’ campaign is about educating people to make the right decision – whether it’s not drinking at all, drinking in moderation or not drinking and driving. This is a message that people need to take on board, and if need be, change their behaviors as well. I personally feel very strongly about drink driving and think that through the sport of cricket; Johnnie Walker and I can get this important message across to the people of the Caribbean and begin to change peoples’ attitudes towards drinking and driving.”
A survey commissioned just this January by Johnnie Walker and managed by Errol Simms, Head of Management Studies at the University of the West Indies, showed that of all males surveyed, 54% said that they drove a vehicle after drinking on one or more occasion every week. The survey also showed that around half of all consumers surveyed did not know what the law was in their country with regards to drink/driving and related blood alcohol levels.
Errol Simms explained; “I’m delighted to be have the opportunity to work with Johnnie Walker and Sir Vivian on such an important issue facing the Caribbean. This survey has provided us with the latest consumer attitudes and perceptions towards alcohol and drink driving across the region. The data underlines the importance of what Sir Viv and Johnnie Walker are attempting to communicate through the ‘Know Your Boundaries’ Designate a Driver program.”
About Johnnie Walker®
The Johnnie Walker® portfolio features five award-winning whiskies – Red Label®, Black Label®, Green Label®, Gold Label® and Blue Label® – imported and distributed in the United States by Diageo North America. At the 2006 San Francisco World Spirits Competition, Green Label was named “Best Blended Scotch.” More than five bottles of Johnnie Walker are consumed every second, and more than 160 million bottles are sold every year in nearly 200 countries. The product line covers a broad range of occasions for the whisky drinker from every day to special moments. The five premium brands represent a range of prices and tastes that share a remarkable 180-year history and a commitment to quality. Additional information about Johnnie Walker may be found at www.johnniewalker.com
About Sir Vivian Richards
Sir Isaac Vivian Alexander Richards, (born St John’s, Antigua on 7 March 1952) is a former West Indian cricketer. Richards made his Test match debut for the West Indian cricket team in 1974 against India in Bangalore. He made an unbeaten 192 in the second Test of the same series in New Delhi. He scored 8,540 runs in 121 Test matches at an average of 50.23 (including 24 centuries). Richards also scored 5 centuries in World Series Cricket between 1977-79. He is also the scorer of the fastest-ever Test century, from just 56 balls against England in Antigua during the 1986 tour. His highest innings of 291 is sixth on the list of West Indies’ highest individual scores. Richards captained the West Indies in fifty test matches from 1980-1991. He is the only West Indies captain never to lose a Test series.
About Diageo
Diageo (Dee-AH-Gee-O) is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 200 countries around the world. The company 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.
Celebrating life, every day, everywhere, responsibly.
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