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Crown Royal Offers Creative Consumers the Chance to Become 'Legends'

NEW YORK, July 18 /PRNewswire/ -- It takes approximately 412 Crown Royal purple velvet bags to reupholster a chair and 87 to create a full-length quilt. Consumers aware of these fun facts through personal experience will be pleased to learn that the famous whisky brand today announced "Legends of the Purple Bag," a promotion which celebrates the brand's most passionate consumers by recognizing those who have made real creative work of the famous iconic purple bag which the product comes packaged in. From now through December 31, 2007, adult consumers 21 and over can submit pictures of their creations via mail or online entry at

Participants are eligible to win a grand prize of "legendary" trips to both Los Angeles and New York. The weekend in Los Angeles includes a "movie night" with Hugh Hefner and a private tour of the Mansion with a Playboy bunny. The weekend in New York includes a day of VIP treatment at the ESPN Zone and a tour of ESPN headquarters in Bristol, CT.

"For years, Crown Royal consumers have been showcasing their passion and style via thoughtful creations featuring the iconic purple bag," said David Tapscott, Brand Director, Crown Royal. "Whether it's creating wedding gowns, golf club heads, or a suit comprised of the purple velvet, this promotion now offers a forum to celebrate and showcase the unique creativity and skill of some of the most enthusiastic consumers out there."

Participants may submit any creation that exhibits their zeal for the brand while highlighting their creative expression. There are no limits on number of submissions, as long as the purple bag is incorporated into the entry. Past creations from consumers have ranged from winter hats and sport jackets woven entirely from the purple bags, to car interiors and sofa covers lined with them. Crown Royal is judging all submissions on the basis of creativity, originality, relevance to Crown Royal product, appeal, clarity and appropriateness for use in publicity and advertising. In its continuing efforts to utilize national platforms to promote responsible drinking, Crown Royal will proudly make a donation to RADD(R), the entertainment industry's voice for road safety, for every submission received to help the organization's fight against drunk driving.

"RADD is pleased to continue its association with Crown Royal, a brand that knows passion, loyalty and creativity are powerful tools to further responsible behavior," said Robert Pineda, RADD General Manager.

Crown Royal is the number one selling whisky in the U.S. by value and the brand recently eclipsed the four-million annual case volume number, a mark that only a handful of spirit brands have ever reached. The brand continues to receive praise for its quality. The 2006 San Francisco World Spirits Competition awarded all three Crown Royal products with at least a Gold medal, with Crown Royal Special Reserve earning a coveted Double Gold award.

About Crown Royal

Crown Royal, the number one selling whisky in the U.S. by value, 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

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, wine and beer. 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 some 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

Celebrating life, every day, everywhere, responsibly.

About RADD

An internationally recognized nonprofit corporation since 1986, RADD(R), the entertainment industry's voice for road safety, pairs celebrities, professional athletes, media partners and socially conscious supporters to create positive attitudes about road safety. RADD's roster of celebrity supporters includes Paul McCartney, Marc Anthony, Aerosmith, Melissa Etheridge, Faith Hill, Elton John, Josh Kelley, Reba McEntire, Tim McGraw, Shaquille O'Neal, Justin Timberlake, and over 500 more, RADD(R) messengers who voice RADD's non-judgmental messages such as: "Friends Don't Let Friends Drive Drunk"(TM) and "Your lifestyle is your business. Don't take it on the road"(TM), visit RADD at

    Dan Sanborn                       Mike Costabile
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Source: Diageo

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