Crown Royal® Focuses all Attention on Nation's Heroes

Whisky brand establishes The Crown Royal Heroes Project™ to honor, recognize and give back to America's finest

Nov 10, 2011, 11:33 ET from Crown Royal

NORWALK, Conn. Nov. 10, 2011 /PRNewswire/ -- They battle fires, fight for our freedom and respond fearlessly to emergencies. They are the individuals that live by a code of honor and selflessness year-round. These men and women are the everyday heroes who do so much for others and ask nothing in return. Today, the makers of Crown Royal whisky announced the creation of The Crown Royal Heroes Project, an on-going commitment to provide these heroes with the recognition and support they deserve.

"Everyone knows a hero they wish they could honor in a more meaningful way," said Yvonne Briese, VP Marketing, Diageo North American Whisky. "Having the ability to recognize these men and women is a privilege that we take very personally. Hearing their stories inspires us and we hope it will do the same for anyone who comes in contact with the program."

Crown Royal has teamed with two national non-profit organizations and a selection of local charities to serve as the beneficiaries of the inaugural donation from The Crown Royal Heroes Project: Operation Patriot Foundation, whose mission is to pay tribute to all American military members who protect us daily and Honoring Heroes, a non-profit organization developed to recognize the service and sacrifice of all American First Responders

"Honoring Heroes was founded by retired firefighters, police officers, and paramedics, as a way to support our colleagues and their families in times of need," said Bill Finegan, EMT-Paramedic and President of Honoring Heroes. "Support from The Crown Royal Heroes Project is going to be a game-changer for us and our ability to make a real impact in the first responder community."

This week, Crown Royal will also kick off a series of celebrations to recognize local everyday heroes, as well as give back to their communities. At each event, adult consumers will pack commemorative versions of the Crown Royal purple bags with items to be sent to American troops overseas. For every bag packed, Crown Royal will donate $10 to a local charity focused on supporting everyday heroes.

The first event will take place in Phoenix today at Luke Air Force Base, where NASCAR Champion, Matt Kenseth will encourage supporters to stuff Crown Royal care packages for our troops before he takes to the track this weekend at Phoenix International Raceway. Each bag will benefit Packages from Home, a Phoenix-based charity founded by a local mother in an effort to support her son and the soldiers in his unit while they were deployed in Iraq in 2004. (For more information please visit

The Crown Royal Heroes Project will then travel to Charlotte, N.C. to host a tailgate-themed bag-stuffing event this Sunday in the lot at S. Graham Street and MLK Jr. Blvd (near Bank of America Stadium). The event will benefit Purple Heart Homes, a veteran owned and operated non-profit organization whose mission is to provide personalized housing solutions for service-connected disabled veterans and their families that are substantial in function, design and quality—homes that are fit to welcome home, and thank, the fighting men and women of America. (For more information please visit

Fans unable to attend the events this week are encouraged to visit to help support Crown Royal's efforts to show appreciation to servicemen and women. The "Message the Troops" tab allows adult consumers to write personal messages to troops that will be embroidered on an iconic Crown Royal purple bag or printed on a postcard to accompany the care packages.  

All local events throughout the year will build momentum for an ultimate celebration of heroes, the Crown Royal Presents the "Your Hero's Name Here 400" at the Brickyard. The annual NASCAR Sprint Cup Series race at Indianapolis Motor Speedway on July 29, 2012 will mark the sixth time that Crown Royal has awarded race naming rights to an adult racing fan. The race in Indianapolis will recognize all unsung heroes, from firefighters and police officers, to local volunteers and military.  

Beginning in February, race fans can visit to nominate their own personal heroes for a chance at naming rights to the race. The winner will be determined by consumer vote and will be celebrated in Indianapolis with true "purple carpet" treatment, including getting to serve as the Grand Marshal and delivering the trophy bearing his or her name to the winner of the race in Victory Lane.

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 Crown Royal encourages all race fans 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, 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 For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

About Operation Patriot Foundation

The mission of Operation Patriot Foundation, Inc., is to pay tribute to those who protect us daily - fire fighters, law enforcement, emergency responders and our active and veteran military forces, and to raise money for organizations representing these men and women who protect us. Our intentions are simple. To pay tribute to and help those who risk their lives for us daily and provide support to these people and their families through fund raising and ceremony in their honor. Operation Patriot Foundation, Inc. is a 501(c)3 non-profit organization. For more information, please visit

About Honoring Heroes

Honoring Heroes, also known as The American First Responder Institute of Heraldry, has created nationally recognized awards for valor and heroism in the service of the First Responders' life saving mission. No federal, state or local funds are required because the First Responder Institute prioritizes using locally donated dollars to honor local first responders. Prior to the work of the Institute, there was only one nationally recognized award for First Responders; the Medal of Valor. We have created complimentary awards for heroism and exceptional service "above and beyond the call of duty." Awards are also given for direct participation in significant events, for improving security of the homeland and for exemplary service. For more information, please visit

About Packages From Home

Packages From Home is a 501(c) 3 nonprofit organization whose mission is to send care and comfort packages to deployed American military heroes who are stationed in active duty theaters around the world, as well as to facilitate activities that elevate morale of all veterans. Packages From Home was founded in 2004 by Kathleen Lewis and has sent over 130,000 individual care packages and thousands of pounds of bulk mailing to deployed military troops overseas since its inception.  You can make a donation and learn more about Packages From Home by calling 602.253.0284 or by visiting us at

About Purple Heart Homes

Purple Heart Homes is a Veteran Owned and Operated 501(c)3 Non-Profit organization founded in 2008 by Dale Beatty, and John Gallina. Purple Heart Homes, Inc. is dedicated to providing personalized housing solutions for Service Connected Disabled Veterans and their families that are substantial in function, design and quality—homes that are fit to welcome home, and thank, the fighting men and women of America. Each case is different, but in all cases Purple Heart Homes provides at little or no cost to the veteran a "quality of life solution" that creates an injury specific, barrier free-living environment. These solutions can range from remodeling an existing home already owned by the veteran, to creating an entire living space from the ground up. For more information please visit


Nicole Anastasi Taylor Strategy 704-644-6921

Mike DaRe Diageo North America 646-223-2016

SOURCE Crown Royal