A First in Sports History - Crown Royal to Name NASCAR NEXTEL Cup Series Race After Consumer

Race naming rights to be awarded to adult fan in 2007 as part of Crown Royal 'Your Name Here 400' contest

RICHMOND, Va., May 5 -- Crown Royal Championship Racing today announced that the official name of the spring NASCAR NEXTEL Cup Series race at Richmond International Raceway will be awarded to an adult fan that wins the Crown Royal "Your Name Here 400" contest. The landmark promotion will mark the first time the name of a major professional sporting event will be awarded to a consumer.

Until a winner is crowned, the working title for the race will be "Crown Royal presents The Your Name Here 400." During next year's DAYTONA 500(R), the grand prize winner will be randomly chosen from a pool of 10 finalists, at which point the name of the race will be replaced with the name of the consumer (i.e. Crown Royal presents The Jamie McMurray 400). The 10 finalists will be selected based on having the best submissions chronicling their favorite "CROWN-WORTHY(TM)" moments. A "CROWN-WORTHY" moment is defined as a memorable moment or occasion deemed "worthy" of toasting with a Crown Royal cocktail in a responsible manner (i.e., celebrating an anniversary, big promotion at work, etc.).

"Crown Royal is truly an iconic brand, and this promotion allows people to express their own personal stories about special occasions in life that they felt were worthy of enjoying a Crown Royal cocktail," said Jim Lorenz, Senior Brand Manager, Crown Royal.

Submissions can be made in either essay or video format. In its continuing efforts to utilize national platforms to promote responsible drinking, Crown Royal will proudly make a donation to RADD(R) (Recording Artists, Actors & Athletes Against Drunk Driving) for every submission received -- up to $50,000 -- to help the organization's fight against drunk driving.

"The Crown Royal 'Your Name Here 400' consumer program offers a truly unique experience never before awarded in professional sports. For the first time ever, a consumer has the opportunity to leave an indelible mark on the sports world as a direct result of winning a promotion," said Lorenz.

The name will be awarded for the NEXTEL Cup Series race next spring at Richmond International Raceway, with the race date to be finalized after NASCAR releases its 2007 schedule. Like other race sponsorships, the fan's name will be recognized by NASCAR and its broadcast and media partners as the race's official name. The Grand Prize winner, whose name will be forever http://crownroyal.com/ynh400, sharing memories of a favorite "CROWN-WORTHY" moment which called for a special celebration. Crown Royal will also be collecting video submissions at retail and NASCAR racetracks across the country, including at the Crown Royal Brand Experience tent. No purchase is required. Entries must be received or recorded by November 23, 2006 and will be judged equally on the basis of originality, relevance, appeal and clarity.

Ten finalists judged to have the best submissions will be awarded with a "CROWN-WORTHY" trip to the 2007 Daytona 500 at Daytona International Speedway, where one will win the Grand Prize via a random drawing. The finalist prize package includes race tickets, infield access, pre-race tour of pit row, air travel and hotel accommodations.

Last month, Crown Royal announced that the renowned whisky brand had reached a multi-year, entitlement agreement for the annual spring NASCAR NEXTEL Cup Series race at Richmond International Raceway, beginning with the May 6 event this season. The Crown Royal 400 will be broadcast live on May 6 on the F/X network "under the lights."

Crown Royal also continues its sponsorship of the No. 26 Roush Racing Ford Fusion team driven by Jamie McMurray. This includes primary paint scheme of the No. 26 car at 18 races during the 2006 season, including the DAYTONA 500. Additionally, Crown Royal engages race fans across the country with its title sponsorship of the Crown Royal International Race of Champions (IROC) series. The Crown Royal Special Reserve brand is presenting sponsor of the Grand American Rolex Sports Car Series and primary sponsor of Cheever Racing's No. 39 Porsche driven by Eddie Cheever Jr. and Christian Fittipaldi. Crown Royal will also serve as title sponsor in 2006 of both the Crown Royal Grand American Challenge of Long Beach, CA on April 8 and the Crown Royal 250 at Watkins Glen, NY on August 11.

About Crown Royal

Crown Royal, the number one selling Canadian Whisky, 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 style reflects its aristocratic origins and is considered the epitome of Canadian whisky. In addition to its promotion of the Crown Royal IROC Series, Grand American and the No. 26 NASCAR NEXTEL Cup Series Team, the brand also sponsors The Crown Royal Bad Boys of Comedy Tour, the Crown Royal American Turf stakes race at Churchill Downs and a number of other major regional and national events. For more information on Crown Royal, visit http://www.crownroyal.com/.

About Diageo

Crown Royal is proudly owned by Diageo (Dee-AH-Gee-O), 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 200 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 RADD

'The Entertainment Industry's Voice for Road Safety', is an internationally recognized non-profit organization that empowers celebrities and media partners to create positive attitudes about road safety. Founded in 1986, RADD advocates the use of designated drivers, seatbelts and safe driving through control behind the wheel, making responsible behavior the norm. RADD's messages are non-judgmental, hip and positive. For more information, contact Judy Diethelm, RADD/BLU MOON Group, 310-245-1166, http://www.radd.org/.

Designate Before You Celebrate(TM)