Crown Royal to Launch New Product With Kenseth

Diageo and Crown Royal will introduce their newest product line in Phoenix this weekend. Former NASCAR Sprint Cup Series Champion, Matt Kenseth, will have Crown Royal Black, the newest addition to the Crown Royal portfolio, serving as primary sponsor of the No. 17 Ford Fusion for at least 10 NASCAR Sprint Cup Series events throughout the 2010 season.

“It’s great to be able to use our NASCAR sponsorship to introduce our latest Crown Royal whisky to the millions of adult race fans that tune-in and follow our #17 team and driver each week,” said Rob Mason, Senior Brand Manager, Crown Royal. “Crown Royal Black has a more robust, full-bodied flavor than the other Crown Royal whiskies and offer fans something new to try during their race celebrations whether at-home or at-track.”

As part of the activation, the No. 17 Crown Royal Black Ford Fusion is being renamed the “Royal Rebel” car to showcase the boldness of the new whisky.

“We’re really excited to be able to showcase Crown Royal Black throughout the season, as well as continue to reinforce the importance of drinking responsibly to our loyal race fans,” said Kenseth. “The No. 17 Team and I tried Crown Royal Black during the off-season and we’re looking forward to securing the #17 car a win and to continuing the celebration in Victory Lane at upcoming races.”

Should the Crown Royal Black car finish in the top-10 during any of the races, the first adult race fan to tweet “Crown Royal Black” and Matt’s finishing position to @PR17CrownRoyal will receive a phone call from Kenseth himself or a member of the No. 17 team.