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Press release from PR Newswire

Crown Royal Partners with Horse Racing Legend for Potential $1 Million Charity Donation

Wednesday, May 01, 2013

Crown Royal Partners with Horse Racing Legend for Potential $1 Million Charity Donation

15:52 EDT Wednesday, May 01, 2013

Laffit Pincay Jr. Puts his Lifetime of Horse Racing Knowledge to the Test for a Worthy Cause

NORWALK, Conn., May 1, 2013 /PRNewswire/ -- As millions watch the best thoroughbreds in the world approach the finish line, everyone has a favorite they want to win. Sometimes it's simply because of a name, other times it's because of a famous pedigree that has raced for generations and sometimes it's for the jockey holding the reins. Realizing the strength, agility and perseverance across the board it takes to reach the podium for racing's most elite events, Crown Royal looks to give fans a million more reasons to rally behind a few select horses.

In partnership with the winningest jockey of all time, Laffit Pincay Jr., Crown Royal will donate $1 million to Thoroughbred Charities of America, a charitable organization that provides grants to non-profit organizations that work toward improving the lives of Thoroughbred racehorses and the people who work with them, if Pincay Jr. can accurately predict the top three finishers, in order, in each leg of the Triple Crown. With more than 9,500 victories and four Triple Crown race wins, Pincay Jr. looks to use his expertise in this area to help Crown Royal honor the greatness of those on and off the track, as well as encourage fans to always enjoy the races responsibly.

"This is such an innovative and fun way for Crown Royal to highlight what I believe is the most historic series of sporting events all year," said Pincay Jr. "As someone who has almost taken home one of the trophies, I look forward to doing my best to predict the top three in an effort to give back to a tight knit community that has provided me so many memories throughout my career."

To follow Pincay Jr.'s picks, consumers (21 and over) are encouraged to visit the Crown Royal Facebook page or follow #Pincays3 on Twitter. Pincay Jr. will also be featured this evening on Jimmy Kimmel Live as part of Kimmel's on-going "Three Ridiculous Questions" segment.  Jimmy Kimmel Live airs at 11:35pm/10:35pm CT on ABC.

"Crown Royal is always looking to recognize moments that captivate audiences and push them to achieve their own personal greatness," said Abby Wise, Crown Royal Brand Director. "We are honored to have Laffit on board to help us further drive excitement surrounding some of the fastest and most anticipated minutes in sports to support such a worthy cause."

As an extension to Crown Royal's "Reign On" campaign, this program celebrates the athletes, owners and trainers who have raised their abilities to perform at the highest of levels on horse racing's biggest stage.    

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. For more information visit www.crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

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, beer and wine. These brands include Johnnie Walker, Crown Royal, J?B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray, Guinness, Beaulieu Vineyard and Sterling Vineyards Wines.

Diageo is a global company, with its products sold 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 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.

About Thoroughbred Charities of America

The mission of Thoroughbred Charities America (TCA) is to provide a better life for Thoroughbreds both during and after their racing careers by supporting rescue, retirement and research and by helping the people who work with them. Over the past 22 years, TCA has granted funds to more than 200 Thoroughbred-related organizations in four categories including: rescue, retraining and retirement; research; education and backstretch; and therapeutic riding programs. From 2000-2011, more than 95% of expenditures were allocated to program services including direct grants.

Contacts:

Mike DaRe

Nicole Anastasi

DIAGEO

Taylor

Mike.DaRe@diageo.com

NAnastasi@taylorstrategy.com

(646) 223-2016

(704) 644-6921

SOURCE Diageo

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