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Crown Royal(R) Kentucky Derby(R) 133 Commemorative Packaging Celebrates Horse Racing Winners

NEW YORK, March 15 /PRNewswire-FirstCall/ -- Crown Royal Canadian Whisky is commemorating the 133rd running of the Kentucky Derby at Churchill Downs(R) with a new, limited-edition package to celebrate horse racing's crown jewel.

Beginning today, 18,000 custom-designed Crown Royal 750 ml boxes will highlight all the winning horses from the Kentucky Derby, the Crown Royal American Turf and the elusive Triple Crown(R).

Specially marked 1.75 ml Crown Royal boxes will include two complimentary passes to the Crown Royal Festival in the Field May 4-5 at Churchill Downs.

Produced by Colangelo Synergy Marketing, the back of the trademark purple box and super-imposed over the front stretch of the historic Twin Spires are the names of all 132 previous Kentucky Derby winners dating back to 1875's Aristides through to Barbaro's historic 2006 win.

On the left side panel of the box there lists all 11 Triple Crown-winning horses beginning with Sir Barton in 1919, and ending with the last Triple Crown Winner, Affirmed in 1978. It also features the official Kentucky Derby 133 logo with sharp edges and broad strokes as if to visualize a blur of speed that prominently displays the number 133 and the event date, May 5, 2007.

On the right side panel lists the twelve Crown Royal American Turf race winners from 1995's Unanimous Vote to 2006's Steam Cat above the official Kentucky Oaks 133. The Kentucky Oaks 133 logo features a large stargazer lily, the official flower of the Kentucky Oaks, and prominently displays the number 133 and the event date -- May 4, 2007 -- against a color palette of pale pinks and teals.

"We are proud of our annual pilgrimage to horse racing's most prestigious weekend," said David Tapscott, Crown Royal Brand Director. "We find there is no better way to communicate our engagement with this regal event than to celebrate its historic champions through this limited edition package."

The front of the package will feature a see-through window below the Crown Royal logo showcasing the brand's distinctive purple bag embroidered with the official Kentucky Derby 133 logo. For the fifth consecutive year, the official Kentucky Derby 133 logo was created by the Churchill Downs Incorporated Graphics Services team.

About Crown Royal

Crown Royal, the number one selling Canadian Whisky, has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. For more information on Crown Royal, visit http://www.crownroyal.com/ .

About Diageo

Crown Royal is proudly owned by Diageo (Dee-AH-Gee-O), the world's leading premium drinks business 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 http://www.diageo.com/ .

Celebrating life, every day, everywhere, responsibly.

Source: Diageo

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