The Makers of Crown Royal Announce Partnership with Artist Big Boi, Introduces The Crown Life

Launch Includes Behind-the-Scenes Video, Limited-Edition Crown Royal Black Bag, and Exclusive Customized Apparel

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May 12, 2011, 01:25 ET

NEW YORK, May 12, 2011 /PRNewswire/ -- At an evening event in New York City, Crown Royal^™ announced the launch of "The Crown Life," a multi-layered campaign created to mark and celebrate life's crowning moments. On the heels of the launch of new variant, Crown Royal Black^™ whisky, Crown Royal has gathered influential designers, filmmakers, and legendary producer and artist Big Boi to release exclusive, limited-edition products and content. All artists and designers will be tasked with using their craft to create something that celebrates what "The Crown Life" means to them -- finding royalty in everyday experiences.

Rapper, songwriter, and producer Big Boi has partnered with Crown Royal to develop unique content and put his own spin on the iconic Crown Royal bag. Cameras went behind the scenes to document Big Boi in compelling moments of his life and career that showcase his definition of "The Crown Life." The short film will let audiences into Big Boi's life as he performed at the 2011 Grammy Awards; inside his studio, Stankonia, as he prepares for his latest projects; and an evening out on the town in his hometown of Atlanta with stops at his favorite spots to unwind.

"Crown Royal is my drink of choice, and I'm proud to be the first to put my own spin on The Crown Life," said Big Boi. "The design of the iconic pouch, the film we've created, and the products these incredible designers produced were all inspired by how we like to commemorate life. It's about celebrating the moments that make up our everyday lives, and doing so respectfully and responsibly."

Because of his long time affection for the brand he was able to put his distinctive touch on the Crown Royal Black packaging for its Artist Signature Series. Available at retail stores June 2011, this limited-edition packaging is accented with Big Boi's signature engraved on a black velvet bag with gold lining. Additional announcements and events that further highlight "The Crown Life" initiative and showcase the importance of enjoying Crown Royal responsibly will be announced soon.

"The Crown Life is a wonderful way to mark the important moments that reflect true accomplishments in life," said Roderick Blaylock, Crown Royal Senior Brand Manager. "We've partnered with incredibly talented artists who have the ability to transform a reflection of what 'The Crown Life' means to them into the craft they are most known for. They're a perfect fit for Crown Royal and we're delighted to share their contributions to 'The Crown Life' with the world."

The Crown Life is also launching limited edition custom pieces of apparel including a Crown Royal Black exclusive Varsity Jacket by UNDRCRWN; Rocksmith sunglasses; a Pocketwatch designed by Complete Technique; and the Weekend Traveler Bag designed by Brian Wood.

Inspired by the iconic purple bag, the UNDRCRWN Varsity Jacket is made from 100% satin. The jacket displays an embroidered left chest Crown Royal Black logo and felt patches. The weekend traveler bag was made in New York and designed by Brian Wood. The overnight duffle, made of a water repellant blend bonded neoprene imported from Italy with herringbone twill straps, features a flap pocket with magnetic snaps, and includes 100% purple silk lining with gold chain print, echoing the design of the Crown Royal purple bag and gold rope. The Rocksmith sunglasses are designed in a matte black acetate unisex frame for a subtle winter shades look. The arms of the sunglasses were designed in an amber brown grain to match the shade of whisky, with a gold engraved Crown Royal panel. The Rocksmith Crown Royal sunglasses case is designed as a unique accessory bag, and when flipped inside out is a standard sunglasses cleaning fabric. Designer Complete Technique has created a limited quantity of Crown Royal Black pocket watches, Swiss-made in 10 carat yellow gold, accented with 1.8 carat black diamonds. All products have been produced in limited-edition quantities, and will be distributed exclusively to select media and industry influencers.

Crown Royal encourages everyone to please enjoy responsibly.

About Crown Royal

Crown Royal® blended Canadian whisky is the number one selling Canadian whisky brand in the US by value 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 Canadian whisky's smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. The Crown Royal Company is a primary sponsor of the No. 17 Roush Fenway Ford Fusion driven by Matt Kenseth. For more information visit www.crownroyal.com.

About Diageo

Diageo 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, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, with its products sold 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.

SOURCE Diageo