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Crown Royal Kicks off the Football Season With a Message Urging Fans to Drink Responsibly

Posted on: Monday, 28 September 2009, 08:00 CDT

NEW YORK, Sept. 28 /PRNewswire-FirstCall/ -- With millions of football fans heading to stadiums across the country to celebrate their favorite teams, Crown Royal and its parent company Diageo (NYSE: DEO) partnered with The Century Council for a national public service announcement (PSA) reminding adults 21 years or older that when drinking at a tailgate, to do so responsibly.

Former football coach Jimmy Johnson headlines the PSA which opens in front of the new Cowboys Stadium with Johnson prepping for the big game. The two-time Super Bowl Champion coach is then highlighted among a series of friends tailgating, where he charismatically reminds fans that "Responsibility is a Team Sport," and that's why it's important to always assign a designated driver.

"At the heart of every Crown Royal program is an undying devotion to ensuring adult consumers enjoy our products responsibly," said Rob Mason, Senior Brand Manager, Crown Royal. "Teaming with a Champion like Jimmy Johnson to convey our 'Responsibility is a Team Sport' message was the perfect fit to specifically remind tailgaters throughout the football season that everyone should enjoy the game and that includes arriving home safely by choosing a designated driver."

This marks the second PSA created by Crown Royal and The Century Council to promote b4udrink.org, a website dedicated to increasing the awareness of how alcohol affects your individual Blood Alcohol Content (BAC). In addition to the national 30-second spot, a localized PSA will be distributed in Texas, as well as air during home games at the new Cowboys Stadium.

"Football is America's favorite sport," said Jimmy Johnson. "Fans celebrate their favorite teams every weekend and Crown Royal just wants to make sure that when adult fans drink, they drink responsibly."

About Crown Royal Canadian Whisky

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. For the fourth consecutive year, the Crown Royal Company is the primary sponsor of the No. 26 Roush Fenway Ford Fusion driven by Jamie McMurray. For more information visit www.crownroyal.com.

It's about quality, not quantity.

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 (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at http://www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere, responsibly.

SOURCE Diageo

Source: PR Newswire

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