SYS-CON MEDIA Authors: Gilad Parann-Nissany, Michael Bushong, Eric Brown, Kevin Benedict

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More than 2,000 Canadian Hockey Fans Pledge To Make the Right Call™

Signatures in support of responsible drinking to be displayed in-game on dasher board during 2014 Tim Hortons NHL Heritage Classic™

VANCOUVER, Feb. 27, 2014 /CNW/ - CROWN ROYAL® Blended Canadian Whisky announced today they are recognizing Canadian hockey fans who have pledged to Make the Right Call when it comes to responsible drinking.

On March 2nd at the 2014 Tim Hortons NHL Heritage Classic, CROWN ROYAL will use one of their in-game dasher boards, normally reserved for advertising, to display the signatures of some of those Canadians who signed on to Make the Right Call over the past six months.

"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, Whisky, 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."

In the fall of 2013, CROWN ROYAL teamed up with former NHL officials Bill McCreary and Don Koharski to raise awareness about responsible drinking and to share their experiences about making the right call on the ice.

Hockey fans who signed on to Make the Right Call in Toronto and Vancouver last October are encouraged to tune in to the game on March 2nd to see if they can spot their signatures on the distinctive dasher board.

The 2014 Tim Hortons NHL Heritage Classic will be broadcast live on CBC and RDS in Canada beginning at 1:00 p.m. PT/4:00 p.m. ET.

Additionally, Canadians who would like to show their support for the program can visit www.maketherightcall.ca to take the pledge from their mobile devices, tablets or computers and make the commitment to drink responsibly. Fans must be legal drinking age to participate.

About Make the Right Call™
Make the Right Call is a Diageo Canada social responsibility initiative that encourages Canadians to make the commitment to drink responsibly. Leveraging the CROWN ROYAL sponsorship with the NHL, Make the Right Call reminds Canadians of the importance of calling a taxi, assigning a designated driver or staying at a friend's house after enjoying a night out. CROWN ROYAL invites those of legal drinking age to pledge their support at www.maketherightcall.ca.

About Diageo
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, and Bushmills whiskies, Smirnoff, Cîroc, and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness, Beaulieu Vineyards 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 Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

The CROWN ROYAL and MAKE THE RIGHT CALL words and associated logos are trademarks of Diageo.

© Diageo Canada Inc. 2014.

NHL and the NHL Shield are registered trademarks and NHL Heritage Classic name and logo are trademarks of the National Hockey League. © NHL 2014. All Rights Reserved.

SOURCE Diageo Canada

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