Drink Responsibly

Introduction
Our brands, when responsibly consumed, are compatible with a balanced and healthy lifestyle and are enjoyed in a responsible way by the vast majority of consumers. Our products are of major societal, cultural and economic importance in all countries where they are produced and consumed.

Purpose of the Code
It is recognized that excessive or irresponsible consumption of alcohol may have personal, social or health consequences. The purpose of this Code is to ensure that commercial communications from any Allied Domecq brand do not show or encourage excessive consumption or misuse of any kind.

The Code sets general principles that apply in addition to local requirements. The Code also is applied in countries where existing regulation is not yet developed and where we are committed to promoting the responsible advertising of our brands and encouraging improved standards for the industry as a whole.

We invite you to visit the website of The Century Council, a not for profit organization dedicated to fighting drunk driving and underage drinking.