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Captain Morgan Embarks on Epic Quest for 'One Million Poses'

NEW YORK, Nov. 5, 2010 /PRNewswire/ -- For more than 376 years, Captain Morgan has inspired countless fans to strike the world-renowned Captain Morgan Pose. Yesterday at New Meadowlands Stadium, he upped the ante yet again by issuing a challenge unlike any other.  Joined on the 50-yard line by legendary New York pro football 'Captains' Jason Sehorn (NY Giants) and Keyshawn Johnson (NY Jets), the Captain announced a yearlong, coast-to-coast pursuit to collect "One Million Poses"...all for a very worthy cause.

(Photo:  http://photos.prnewswire.com/prnh/20101105/NY96288)

(Photo:  http://www.newscom.com/cgi-bin/prnh/20101105/NY96288)

Beginning today, adult consumers are encouraged to visit Facebook.com/CaptainMorganUSA to upload photos or videos of their Pose, along with the legendary stories that helped inspire them. For every Pose uploaded, Captain Morgan will donate $1 to the First Mate Fund, whose mission is to support responsible drinking initiatives and other programs that benefit the community.  Captain Morgan's ultimate goal is to raise one million dollars for the Fund via poses, with a portion of the money being distributed to causes that promote and encourage responsible alcohol consumption.  This includes designated driver programs, bar and restaurant server training, and education on how alcohol affects the body and can best be enjoyed.  Throughout the year, Captain Morgan will be collaborating with his "First Mates" nationwide to announce the non-profit partners and other community minded organizations that will be joining him in this journey.

"We developed the First Mate Fund to underscore our continued commitment to promote social responsibility and positively impact the communities where our consumers work and live," said Tom Herbst, Director of Marketing, Rums for Diageo.  "We're thrilled to launch our One Million Poses campaign, which will inspire the masses to now Pose for a purpose."

The journey for "One Million Poses" officially set sail with the creation of "The World's Largest Pose," a 180 ft. human mosaic stretching the length of the field at New Meadowlands Stadium.  Designed by aerial artist Daniel Dancer, the larger-than-life piece of living art was constructed from only fabric, recycled tire mulch and more than 500 people – including Sehorn, Johnson and Captain Morgan himself.

"As a longtime admirer of Captain Morgan and someone who has been known to strike the Pose during some of my most legendary moments, I was honored when the Captain asked me to help him launch this epic mission," said Sehorn. "Remember: right hand on right hip; left hand on raised left knee; turn head, arch right eyebrow and laugh!"

If you have a little Captain in you, strike a Pose and share your legendary story at Facebook.com/CaptainMorganUSA to help Captain Morgan on his quest to raise one million dollars!

About Diageo

Diageo (Dee-AH-Gee-O) is 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, Red Stripe, 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 180 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.

Contacts:

Sari Brecher

Katie Zach


Diageo

Taylor


646-223-2019

704-548-8556


Sari.Brecher@diageo.com

kzach@taylorpr.com



SOURCE Diageo

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