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Iconic Brand Encourages Owners to "Run for the Rum" in Quest for Winning Horse's Foal
ST. CROIX, U.S. Virgin Islands, May 1, 2014 /PRNewswire/ -- As the best thoroughbreds and jockeys in the world prepare to run for the roses in Louisville, the Captain Morgan brand has its eye on another prize – the offspring of the next Triple Crown winner.
The brand, looking to secure a horse fit for the Captain, will offer to match the winning horse's earnings if it goes on to win the Triple Crown. In exchange, the owner must provide the brand exclusive rights to the winner's chosen offspring, which it will name Captain's Cola.
If the owner agrees to the exchange, Captain Morgan will match the horse's Triple Crown earnings – totaling more than $3 million. As the owner, Captain Morgan will look to its crew of followers to be a part of the foal's journey. Acting as owner and managing director of the foal, the brand will one day look to turn over the horse's shares to its fans.
"Captain Morgan accomplished the impossible – dodging foes and amassing a fleet of ships over his long career," said Tom Herbst, Vice President of Marketing, Rums for Diageo North America. "The one thing missing from his fleet is a thoroughbred horse. And of course, not just any horse will do – only the best in the world is fit for the Captain."
In addition to eyeing the winner's offspring, Captain Morgan will stage a mutiny during the big weekend, encouraging adult consumers to swap out their Mint Juleps for a refreshing tasting Mint Mutiny – a Captain Morgan® White Rum cocktail created by celebrity chef Hugh Acheson. The Mint Mutiny will be the featured cocktail during the hottest party in Louisville, the highly-acclaimed Fillies & Stallions Party.
As consumers across the country enjoy the greatest two minutes in sports, CAPTAIN MORGAN® reminds you to raise your glass – always in moderation!
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, JeB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray, Guinness, Beaulieu Vineyard and Sterling Vineyards Wines.
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.
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