Calling All Race Fans: Help Crown Royal Honor Your Military Heroes at the Indianapolis 500

PR Newswire — May 18, 2017

INDIANAPOLIS, May 18, 2017 /PRNewswire/ — This weekend, thousands of fans will
flock to the Racing Capital of the World to watch their favorite drivers qualify
for the 101st running of the Indianapolis 500 during Crown Royal Armed Forces
Weekend. And starting this year, those fans will have the opportunity to
permanently cement the names of their military heroes at the track in
recognition of their generous sacrifice.

Inspired by the iconic Yard of Bricks marking the track’s finish line, Crown
Royal and Indianapolis Motor Speedway (IMS) have erected a brick Wall of
Gratitude to display the names of military members past and present. Located in
the infield at New Myers Drive and 6th Street (next to the Crown Royal tent),
fans 21+ can submit names to be engraved on gold plates permanently affixed to
the brick wall as a small token of appreciation for their selfless service. And
throughout the weekend, Crown Royal will be randomly surprising select
nominators with VIP race experiences and tickets.

Race-goers can also stop by the Crown Royal tent to assemble care packages for
troops overseas, interact with custom photo booths that facilitate local charity
donations and sample various whiskies. The full schedule for submissions to the
Wall of Gratitude is below:

— Crown Royal Armed Forces Weekend
o Friday, May 19 through Sunday, May 21: 11 a.m.-5 p.m.
— Indianapolis 500 Race Weekend
o Friday, May 26: 10 a.m.-4 p.m.
o Saturday, May 27: 9 a.m.-1 p.m.
o Sunday, May 28: 7 a.m.-12 p.m.
“Serving one’s country is, without a doubt, among the most generous things a
person can do,” said Jim Ruane, Director of Crown Royal. “We look forward to
seeing the Wall of Gratitude filled to the top with names of servicemen and
women as we toast to their honor during Crown Royal Armed Forces Weekend and the
Indy 500 – rooted in remembrance and celebration of our nation’s heroes.”

Building upon the legacy of Crown Royal’s “Your Hero’s Name Here” program, 2017
marks the sixth straight year the whisky maker has partnered with IMS to
recognize the most generous among us – the true kings and queens of their
communities – in one-of-a-kind ways.

“This is a fitting and unique way to honor our military heroes during the Month
of May at the Racing Capital of the World,” said IMS President J. Douglas Boles.
“Crown Royal’s Wall of Gratitude and the chance it provides to celebrate our
military members and veterans will be a highlight for many fans visiting the

Crown Royal’s “Live Generously and Life Will Treat You Royally” campaign aims to
inspire generosity in all of its many forms, building upon the brand’s
longstanding history of celebrating military heroes – from giving veterans the
royal treatment at pro sporting events, to helping a blinded soldier see his
hometown in a novel way, to year-round collection of care packages for deployed

Crown Royal asks that all race fans honor generously, but drink in moderation.

About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in
the world 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’s smooth, elegant flavor and
gift-worthy presentation reflect its regal origins – it is considered the
epitome of Canadian whisky. For more information, visit
Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of
brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies,
Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio,
Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock
Exchange (DGE) and our products are sold in more than 180 countries around the
world. For more information about Diageo, our people, our brands, and
performance, visit us at Visit Diageo’s global responsible
drinking resource,, for information, initiatives and ways to
share best practice.

Follow us on Twitter for news and information about Diageo North America:

Celebrating life, every day, everywhere.


Kelly Greenawalt Jamie Hakim

Taylor, 704-644-6915 Diageo, 646-223-2314

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