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Crown Royal Encourages All Adult Football Fans to Have a Game Plan - Drink Responsibly and Assign a Designated Driver

DALLAS, Feb. 4, 2011 /PRNewswire/ -- For Crown Royal, the most important drive this weekend will be the one that ensures all adult football fans enjoying the game arrive home safely. As part of its on-going commitment to reinforcing the importance of responsible drinking, Crown Royal will stage branded SUVs throughout the Dallas-area to provide free, safe rides home throughout the weekend.

Now in its eighth year, the Crown Royal "Safe Rides Home" designated-driver program has visited various cities and major sporting events across the country and has arranged for thousands of free rides home.

This year, adult bar patrons signing up for a safe ride will be asked by Crown Royal to sign a pledge to always drink responsibly, have a game plan, and assign a designated driver.  Those who sign the pledge also will receive a wristband to show their commitment to the cause.

"The Crown Royal Safe Rides Home program continues to remind our consumers about the importance of enjoying our products responsibly," said Yvonne Briese, marketing director for Crown Royal.  "Whether in Dallas or at-home enjoying the big game, make sure you have a safe way home and join in our pledge to drink responsibly."

FOX Sports Analyst and former Cowboys Coach Jimmy Johnson returned to Dallas today to help kick-off this year's Safe Rides Home program.  Johnson is part of an over-arching effort by Crown Royal to create awareness of responsible drinking among adult football fans and tailgaters.

"As a former football coach of great teams, I had plenty of reasons to celebrate," said Jimmy Johnson. "I also had plenty of opportunities to appreciate the importance of teamwork, and am proud that Crown Royal is reminding football fans to work together in making sure that when they drink, they do so responsibly and always have a plan for getting home safely."

The "Safe Rides Home" will take place from 10 p.m.2 a.m. Thursday – Saturday at the 1500 block of Main Street and Friday – Saturday at the 2300 block of Leonard Street.  Consumers can sign up for rides throughout the evening with brand ambassadors at both locations. Eligible participants must be 21 or over and their destination must be within a 15-mile radius of the signup location.  There is a seven-passenger limit per vehicle.

About Crown Royal

Crown Royal Canadian whisky is the number one selling Canadian whisky brand in the US by value and 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 Canadian whisky's smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. The Crown Royal Company is a primary sponsor of the No. 17 Roush Fenway Ford Fusion driven by Matt Kenseth. For more information visit www.crownroyal.com.

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, 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 (NYSE: DEO) and the London Stock Exchange (DGE).

For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Contacts:

Gillian Cook

Nicole Anastasi


Diageo

Taylor


(646) 223-2326

(704) 796-9992


gillian.cook@diageo.com

nanastasi@taylorstrategy.com



SOURCE Crown Royal

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