Diageo, the world's leading premium drinks business and industry leader in promoting responsible drinking, and the Washington Redskins announced today the launch of a 'Safe Drive Home' designated driver program in downtown Washington, DC. The program aims to provide local consumers with a safe alternative to getting behind the wheel this holiday season, while also reinforcing the importance of assigning a designated driver.
On Thursday, December 27, a fleet of cars donning the Redskins logo will be deployed in Adams Morgan offering adult consumers free rides home for the night. To bring this initiative to life, the Redskins and longtime team sponsor Diageo will be enlisting the help of former offensive lineman Ray Brown. Brown will be on hand to greet fans, discuss the importance of road safety and responsible decision making, and even get behind the wheel and drive a few lucky consumers home.
The marked kiosk, located in front of the Adams Station Building (2421 18 Street NW) in the heart of Adams Morgan, will accept 'fares' from 8:00pm – 2:00am. In total, 10 cars will be in rotation and residents of the greater DC metro area that are 21 years of age or older are eligible. There is a four-passenger limit per car.
Additionally, SoberRide, which since 1993 has provided over 38,000 safe rides home to Washington, DC residents, will be offering free taxi rides home (up to a $50 fare) through January 1, 2008. Adult residents simply call 1-800-200-TAXI anytime between 10:00pm-6:00am for a ride.
'The ‘Safe Drive Home’ event is one of our many efforts to showcase our ‘Responsibility is a Team Sport’ campaign in conjunction with the Redskins, and demonstrate to consumers that they do have options when out for the night this holiday season,' said Guy Smith, Executive Vice President, Diageo. 'We are thrilled to partner with the Redskins and SoberRide to help deliver this very important message while getting the residents of Washington, DC home safely.'
The 'Responsibility is a Team Sport' program, established by the Redskins with the support of Diageo, is dedicated to initiatives that address personal responsibility throughout the year.
'We are proud to partner with Diageo and the Washington Redskins in their efforts to ensure local residents get home safely this holiday season,' said Charles Merinoff, Vice Chairman and CEO of The Charmer Sunbelt Group, one of the nation's leading distributors of spirits, fine wines, beers and bottled water, and Board of Directors member for the Washington Regional Alcohol Program.
'As a former Redskins offensive lineman, I learned firsthand that the key to succeeding on and off the field is teamwork,' said Ray Brown, who played for the Redskins from 1989-95 and 2004-05. 'The ‘Safe Drive Home’ event and SoberRide program demonstrate a team effort to give back to the DC area this holiday season, and spread the word about the importance of making responsible decisions when getting behind the wheel.'
Since its inception in 2003, Diageo has brought the 'Safe Drive Home' program to numerous markets around the country. The program was created to reinforce the importance of responsible decision making, assigning designated drivers and getting home safely, and has already provided rides for thousands of adult consumers and sports fans around the country.
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About Diageo
Diageo (Dee-AH-Gee-O) is the world’s leading premium drinks business and industry leader in promoting responsible drinking, 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.
About SoberRide
Washington Regional Alcohol Program’s SoberRide, called one of the nation's most successful free cab ride programs for would-be impaired drivers, has helped to ensure greater Washington, DC residents have a safe way home on high-risk holidays. Currently, SoberRide operates during the December/January holiday season, St. Patrick's Day, Independence Day and Halloween. SoberRide provides a free cab ride home up to a $50 fare, and callers are financially responsible for anything over $50. Participants must be 21 or older to use the SoberRide service. All calls must originate in Montgomery and Prince George's Counties in Maryland; the Cities of Rockville, Bowie, College Park, Gaithersburg, Greenbelt and Takoma Park in Maryland; the District of Columbia; Arlington, Fairfax, Prince William and Eastern Loudoun Counties in Virginia; and the Cities of Alexandria, Falls Church, Fairfax, Manassas and Manassas Park in Virginia. Residents cannot reserve a SoberRide or schedule a pickup in advance. To receive a ride, residents must call 1-800-200-8294 (TAXI) or #8294 (TAXI) on an AT&T telephone during the program hours. A SoberRide call operator will direct requests to the correct participating cab company.