Beam Global Spirits & Wine has teamed up with The National Criminal Enforcement Association in the US, and The European Forum for Responsible Drinking in an effort to promote responsible drinking.

The Fortune Brands-owned drinks unit said yesterday (14 February) that it will back educational seminars on drunk driving prevention, educate about responsible alcohol consumption and help combat underage alcohol consumption.

NCEA executive director Douglas Wright said: "We appreciate Beam Global's support and commitment to our members. We commend Beam's efforts to educate consumers about responsible drinking and appreciate its support."

Beam's senior vice president of corporate affairs, Chris Swonger, said: "Law enforcement individuals are on the front lines in this battle. We applaud their efforts and fully support their work in keeping our roads safe. We know it takes all parties working together to eliminate drunk driving."

The pan-European alliance EFRD, which promotes responsible consumption of alcohol and discourages abusive consumption and underage drinking in Europe, described Beam as "being a responsible corporate citizen within the spirits industry".

Swonger added: "We are aligned with EFRD's belief that promoting responsible alcohol consumption requires broad societal commitment and a concerted effort by all relevant stakeholders.

Beam's managing director, international Donard Gaynor will represent the company at EFRD executive meetings, the company said.