The Makers of Crown Royal Canadian whisky and NASCAR Driver Hit the Streets with ‘Safe Rides Home’ program to Stress the Importance of Responsible Drinking
Indianapolis, July 23, 2008 – Before Jamie McMurray hits the backstretch at Indianapolis Motor Speedway, he will grab the wheel of a taxi for the makers of Crown Royal Canadian whisky to ensure adults have a safe ride home from Indianapolis-area hot spots on Thursday, July 24.
The Crown Royal “Safe Rides Home” designated-driver program provides adult consumers free, safe rides home via a fleet of eight replica purple and gold No. 26 Ford Fusion cars. McMurray will kickoff the program from the corner of Jackson Place and South Meridian on Thursday, July 24, with safe rides home made available from 6 – 11 p.m. Rides also will be offered on Friday, July 25 at the corner of Broad Ripple Avenue and Guilford Street from 10 p.m. – 1 a.m.
“I really enjoy being a part of the ‘Safe Rides Home‘ program each year. When passengers open the taxi door and see me behind the wheel they usually look very surprised,” said McMurray. “Some think I’ll speed off down the street, but once they arrive home safely they always thank Crown Royal for the entire experience.”
This marks the fourth year the fleet will take to the streets of Indianapolis prior to the NASCAR Sprint Cup Series race weekend. During that span, the “Safe Rides Home” program has provided residents with hundreds of free rides totaling more than approximately 4,500 miles and $10,000 in taxi fees. Throughout the years, Indianapolis residents and bar owners have commended Crown Royal for offering this service.
“With its legendary motor sports history, Indianapolis provides the perfect backdrop for the Crown Royal team to showcase its commitment to the sport and its fans,” said David Tapscott, brand director, Crown Royal. “This program also is a great way for us to remind adult consumers that when they enjoy our products they should do so responsibly and always arrange for a safe ride home.”
The makers of Crown Royal Canadian whisky continue to use this program as a platform to advance its “Be a Champion. Drink Responsibly.” message and initiatives, which are designed to reinforce the importance of responsible drinking and assigning a designated driver.
Consumers can sign up to receive a free safe ride home at special Crown Royal No. 26 taxi stands. Eligible residents must be 21 or over and live within a 20-mile radius of the signup location. There is a four-passenger limit per car.
The makers of Crown Royal Canadian whisky are the primary sponsors of the No. 26 Roush Racing Ford Fusion driven by Jamie McMurray. This includes sponsoring the primary paint scheme of the No. 26 car at 27 races during the 2008 season, including this weekend’s Allstate 400 at the Brickyard.
About Crown Royal Canadian Whisky
Crown Royal Canadian whisky is the number one selling Canadian Whisky 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. In addition to its motorsports sponsorships, the brand also sponsors the Crown Royal American Turf stakes race at Churchill Downs and a number of other major regional and national events. For more information on the Crown Royal brand, visit www.crownroyal.com.
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.
Celebrating life, every day, everywhere, responsibly.
About Roush Fenway Racing
Roush Fenway Racing is NASCAR’s largest team operating 13 motorsports teams. Five in the NASCAR Sprint Cup Series with drivers Matt Kenseth, Jamie McMurray, Greg Biffle, Carl Edwards and David Ragan; four in the Nationwide Series with Kenseth, Biffle, Edwards, McMurray, Ragan, Erik Darnell and Colin Braun; and three in the Craftsman Truck Series with Darnell, Braun and Joey Clanton; and one in the ARCA RE/MAX Series with Ricky Stenhouse, Jr.