Diageo Europe Customer Research

1. Diageo Europe Customer Research Results 2008

2. Executive Summary RD is seen as a business priority and reputation enhancing activity for most Ripe environment amongst customers across Europe to do more on Responsible Drinking (RD) 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 Majority of customers understand RD and some have policies in this area Opportunity to be more innovative in RD activity

3. Executive Summary Appetite for in store/ on trade POS materials Interest in campaigns to tackle Drinking Driving Most significant area of interest relates to Under 18s Interest in consumer insights on RD Appetite for intelligence on regulatory insights 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 • Other issues raised: • The role of parents • Increase in pre-glowing • (drinking at home • before going out) • Improving transport to • discourage drink driving 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

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