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Crown Royal readies responsibility promotion

Toronto-based alcohol distributor Diageo Canada is preparing a social responsibility promotion called "Make the Right Call" in the name of its Crown Royal brand of whisky. On March 2, during the 2014 Tim Hortons NHL Heritage Classic, the company will replace the advertising on one of its in-game display boards with the signatures of some of the consumers who have pledged to drink responsibly. Diageo collected these signatures at events in Vancouver and Toronto last October. Consumers can also sign the pledge online at <http://www.maketherightcall.ca>.

"As the world's leading premium drinks company, we believe that responsible drinking is a valued and enjoyable part of celebrations for people of legal drinking age who choose to drink," said Alistair Kidd, marketing director for whisky at Diageo Canada. "With this dasher board, we wanted to do something to recognize some of the Canadians who have supported this program by making the important commitment to drink responsibly."

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