1. Diageo Europe Customer Research Results 2008

2. Executive Summary RD is seen as a business priority and reputation enhancing activity for most Majority of customers understand RD and some have policies in this area Other manufacturers active in this area but Diageo seen as the market leader on RD Opportunity to help customers address serious issues around alcohol and build closer relationships Opportunity to be more innovative in RD activity Ripe environment amongst customers across Europe to do more on Responsible Drinking (RD)

3. Executive Summary Interest in consumer insights on RD Appetite for intelligence on regulatory insights Most significant area of interest relates to Under 18s Appetite for in store/ on trade POS materials Interest in campaigns to tackle Drinking Driving Want to bring about a more positive/ balanced media debate on alcohol

4. Executive Summary The majority believe That banning price promotions will not impact consumption Interest in on-line retailing Information on RD Appetite for in store promotion and awareness events Customers want to ensure that tone of RD is encouraging rather than pressurising. Some scepticism exists about RD due to these concerns Some customers believe that cultural attitudes about drinking act as a barrier to RD and this must be addressed Other issues raised: The role of parents Increase in pre-glowing (drinking at home before going out) Improving transport to discourage drink driving

5. Executive Summary Insights reveal that customers are keen to embrace responsible drinking to change attitudes and behaviour in relation to alcohol Being Responsible As a Business Concern about Customers Regulatory pressures Hostile media environment Drivers encouraging interest in RD