METRO Cash & Carry Germany and Diageo are actively committed to the responsible consumption of alcohol. Together, the two companies initiated the Smart Serve contest. The lucky winners of the contest were decorated by former Formula 1 world champion and Johnnie Walker Responsible Drinking Ambassador Mika Häkkinen in Duesseldorf on 15 June 2012. Selected professional customers had been asked to present creative ideas around the responsible serving and selling of alcohol.
With the Smart Serve Initiative, METRO Cash & Carry Germany and the spirits producer Diageo are directly addressing gastronomers and businesses who sell alcoholic beverages. The objective of the cooperation partners is to sensitize professional businesses for responsible selling and serving and thereby make an important contribution to preventing alcohol abuse. In their efforts, the companies are supported by the former formula 1 world champion Mika Häkkinen, who is standing up for responsible drinking and safe handling of alcohol in his function as a Johnnie Walker Responsible Drinking Ambassador. – less–ZoomInfo