Arun Sudhaman 12 May 2014 // 7:28PM GMT
HAMBURG—Diageo has handed public affairs duties to MSLGroup in Germany, as it attempts to better showcase its commitment to responsible drinking.
MSLGroup's Berlin-based public affairs team secured the assignment following a competitive review. The firm is charged with supporting Diageo's government relations and political activity across its entire portfolio of spirits, beer and wine brands.
"With MSL Germany, we selected a public affairs consultancy that possesses strong expertise in the fields of consumer protection, youth protection and healthcare and is has access to the most important players in German politics" said Tobias Gerlach, corporate relations director at Diageo Germany.
While Germany has some of the least restrictive alcohol consumption laws in the world, concern over youth binge drinking has risen in recent years.