Tim Rycroft

Tim Rycroft is the government and public affairs director with Diageo in the UK. Prior to this Rycroft worked as one of the 'Special Advisers' used by New Labour, Rycroft worked in the Department of Health (DoH). Rycroft was also a senior consultant with Bell Pottinger. He was hired by Diageo in 2003 for the purpose of facilitating "closer liaison" with the government on the National Harm Reduction Strategy.

Writing in Public Affairs News, a PR trade publication, Rycroft outlined Diageo GB's strategy to combat irresponsible drinking:

In February 2006, Diageo GB took a significant step forward into new territory as it launched a TV advertising campaign with two ads entitled ‘Many Me’ and ‘Mirror’. The ads encourage people to reconsider their attitudes to alcohol by demonstrating both the way in which responsible drinking can facilitate a great night out and also the negative impact irresponsible drinking can have on consumers and the way others perceive them. The ads also show the positive impact of being in control and at your social best. It is an empowering message, showing that ultimately how people drink comes down to personal choice

After writing about all of Diageo's charitable work to promote the sensible drinking message in student unions and the development of the All Bar None competiotion Rycroft went on to say:

Although Diageo’s marketing code strictly forbids it from communicating with those under the legal purchase age for alcohol, this does not mean that the company is not active in promoting responsible drinking education in schools; we do this through funding credible third-party organisations.

The extent of Diageo funded 'education' was also revealed:

Our work in schools is a source of immense pride for all our employees and, following a successful tour of schools across England and Scotland in January-March 2005, the CragRats theatre tour, funded by Diageo GB, recommenced in January 2006. This year’s tour reached more than 43,000 secondary school pupils – a large increase on last year

Lobbying

Rycroft was active in lobbying the Scottish Government in 2005 on the possibility of certain drinks promotions being outlawed. Diageo responded loudly, in both local and trade press calling the proposal "over the top". Rycroft told the Scotsman "We support the principle that deep discounting is irresponsible," Diageo's government affairs director Tim Rycroft told the paper," but banning any discount on additional measures is going too far." . The media attention was followed by a written submission to Ministers warning that such action would "restrict unnecessarily the commercial freedom of responsible licensees". The Licensing Act, Scotland (2005) did not ban promotions on alcohol sales.