The makers of Crown Royal whisky have announced the creation of The Crown Royal Heroes Project, an on-going commitment to provide the individuals that battle fires and fight for our freedom on a daily basis 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 up 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 serve 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.”
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 version of the Crown Royal purple bags with items to be sent to American troops overseas. For every bag, Crown Royal will donate $10 to a local charity focused on supporting everyday heroes.
The first event will take place on November 10 in Phoenix, Arizona at Luke Air Force Base, where NASCAR Champion Matt Kenseth will encourage supporters to stuff Crown Royal care packages for the troops before he takes to the track at the 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.
All events that take place throughout the year are to 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 will recognize all un-sung heroes, from firefighters and police officers, to local volunteers and military.
