Six of the toughest professional cowboys in America will achieve extra "style" points this weekend at the Ellensburg PRCA Rodeo when they debut  their Crown Royal-branded riding gear for the very first time. Through a year-long partnership with the Canadian Whisky brand, the team of six will hit the dirt at Ellensburg for what some consider the most dangerous eight seconds in sports in hopes of bringing home a Crown Royal victory.

The 2010 Crown Royal Riders line-up includes:

• Clayton Williams (Carthage, Texas) Bull Rider
• Cody Whitney (Asher, Okla) Bull Rider
• J.W. Harris (Mullin, Texas) 2008 & 2009 PRCA World Champion Bull Rider
• Steve Woolsey (Payson, Utah) Bull Rider and Saddle Bronc Rider
• Tilden Hooper (Carthage, Texas) Bareback Rider
• Wesley Silcox (Santaquin, Utah) 2007 PRCA World Champion Bull Rider

"The Crown Royal Riders team is comprised of the best and toughest professional cowboys in the sport," said Yvonne Briese, Crown Royal marketing director. "We can't wait to see them compete in their Crown Royal gear this weekend at Ellensburg and we look forward to responsibly toasting their wins.  This program will serve to reinforce the important message of responsible drinking to all adult pro rodeo fans."

Though not new to professional rodeo, this earmarks the first official relationship Crown Royal has announced specifically with a team of cowboys.  In addition to dueling in the dirt, the Crown Royal Riders will be on hand to sign autographs and take photos with fans Saturday evening.

"It's an honor to represent Crown Royal for the first time at one of the most exciting rodeos of the year," World Champion Wes Silcox said. "To be a member of such an elite team of cowboys is pretty remarkable. I'm sure we'll have some healthy competition along the way with the end goal of toasting with a Crown Royal, responsibly of course."

Known as one of the "old rodeos", the Ellensburg Rodeo is the final Gold Rodeo stop on the Wrangler Million Dollar Tour. In Ellensburg, today's best riders, ropers, and wrestlers compete in what many consider to be the best rodeo arena in the nation. The top 24 qualifiers from the Gold and Silver Tours advance to the Justin Boots Playoffs September 10 – 12 in Puyallup, Washington. For more information, visit www.ellensburgrodeo.com.

About Crown Royal

Crown Royal 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 (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard 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 (NYSE: 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.

SOURCE Crown Royal

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The Oatley family is proud to announce the release of the JAMES OATLEY TIC TOK WINES to their growing selection of wines produced at their Mudgee, Australia winery. Joining Robert Oatley, JAMES OATLEY TIC TOK is of special significance to the Oatley family's personal and wine history.

With interests spanning winemaking, agriculture, yachting and more recently destination resorts, the Oatleys are more than just wine producers. The first two generations were clockmakers.

Bob Oatley's heritage goes back to the early days of the original convict settlement in Sydney. A fifth generation Australian, Bob is a direct descendant of James Oatley, who was born in Warwickshire, England in 1770, the same year that Captain Cook discovered the east coast of Australia.

James Oatley grew up to become a clockmaker but along the way was a little errant - he was found guilty of stealing bed linen and given a life sentence, which meant being exiled to Australia. He arrived in Sydney in 1815 just 27 years after the first fleet had sailed into Sydney Harbor.

James Oatley's talents as a clockmaker were quickly recognized in the colony and he soon became its most highly regarded clock and watchmaker. Officially pardoned in 1821, he was appointed Keeper of the Town Hall Clock by Governor Macquarie and commissioned to install the turret clock in the pediment of the Hyde Park Barracks on Macquarie Street. Incredibly, this clock functions to this very day.

As part of James Oatley's compensation he received a number of land grants from Governor Brisbane, including a 300-acre lot that is now the southern Sydney suburb of Oatley. Prosperous and prominent colonial citizens purchased his lovely 'long case clocks,' with fewer than two-dozen still in existence today.

"We've crafted JAMES OATLEY TIC TOK in tribute to my great-great grandfather," says Bob Oatley, "and I am thrilled that the label was designed by my grandson James, yet another of my grandchildren who've joined the family business."

"The JAMES OATLEY TIC TOK wines are an expression that wine is an essential part of everyday well-lived life," says Mark Giordano, President USA. "To meet the needs of a wide audience the brand will include Cabernet Sauvignon, Chardonnay, Merlot, Pinot Grigio, Sauvignon Blanc/Semillon, and Shiraz. The wines will retail for $14 and will be available in most major markets."

A decade after their success with Rosemount Estate, the Oatley family is leading a second Australian wine renaissance from their vineyards in Mudgee, New South Wales.  

To learn more about how we are revolutionizing Australian wine once again, please visit www.robertoatley.com.

SOURCE Robert Oatley Vineyards

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The Blue Light Refreshment Duo will soon leave Refreshment Headquarters for their next mission: Buffalo, New York, hometown of Labatt USA. They're prepared and ready to visit Buffalo's most popular downtown destinations on their way to the Buffalo Wing Festival on Saturday, September 4 and Sunday, September 5. Fans of the famous pair will have a chance to meet the Duo in-person at the Wing Festival, where they will set up their satellite headquarters near the Blue Light Tent.

(Photo: http://photos.prnewswire.com/prnh/20100831/NY57407-a )

(Photo: http://www.newscom.com/cgi-bin/prnh/20100831/NY57407-a )

(Logo: http://photos.prnewswire.com/prnh/20100831/NY57407LOGO-b )

(Logo: http://www.newscom.com/cgi-bin/prnh/20100831/NY57407LOGO-b )

Some details of their trip plans will be revealed at www.facebook.com/LabattBlueLight over the next week.

"Our Buffalo fans have been asking us to come for a visit," said the Duo. "As the guardians of refreshment and protectors of good times, we plan on making sure that everyone at the Buffalo Wing Festival has a great time."

The Blue Light Refreshment Duo also will reveal plans to visit local downtown venues and bars at a press conference at their "Home Headquarters:" Labatt USA on Saturday, September 4 at 11 a.m.

For more on the Blue Light Refreshment Duo, visit: www.refreshmentduo.com.

About Labatt USA

Headquartered in Buffalo, NY, Labatt USA imports Labatt Blue and Labatt Blue Light daily from Canada. Labatt Blue is America's top-selling Canadian beer. First brewed in 1951, Labatt Blue offers a clean, refreshing taste, light color, slight hop aroma, good balance, fruity character and a slightly sweet taste. Labatt Blue Light, a light lager, won a Gold Medal in the 2004 World Beer Cup. Labatt Blue Light is the No. 2 Canadian import behind Labatt Blue.

Labatt USA, owned by North American Breweries, imports and markets Labatt Blue™, Labatt Blue Light™ and other Canadian brands into the United States. View and subscribe to news from Labatt USA here: http://www.pitchfeed.com/labattusa/1974.

SOURCE Labatt USA

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Firestarter Spirits Inc. continues their fast-track expansion on the national front; further adding markets to their growing distribution of Firestarter Vodka. The acclaimed and sought-after product will now be distributed throughout Georgia with Empire Distributors Inc.; South Carolina and Florida with Republic National Distributing Company; Kansas with Worldwide Wine & Spirits; Kentucky with Bryant Distributing Co.; Knoxville, TN with B & T Distributing Company; and Illinois with both Stoller Wholesale Wine & Spirits Inc. and G&M Distributors Inc.

Matt Wilkerson, Vice President for Firestarter Spirits Inc., recently commented on the national expansion and the company's future plans for international distribution. "The tremendous response to Firestarter Vodka has been incredible. We hear from our distributors all the time about the impact Firestarter Vodka is making; how quickly it is growing in popularity; all of the accolades from consumers. It's very gratifying to see our product ascend to this level of success at such a fast pace."

Wilkerson explained that a prerequisite is necessary before reaching a partnership with any distributor; participation in Firestarter's philanthropic outreach program, the "Firefighter Appreciation Fund." Involvement includes each distributor matching Firestarter Spirits' donation, based on a percentage of their sales, to aid firefighters in their individual home communities.  "We are always looking for distributors who are supportive of our fund. It's a great way we can all give back and salute the firefighters who protect and serve our cities."

As for the future, Wilkerson added:  "Our research clearly indicates Firestarter Vodka is becoming one of the most recognized and sought-after national brands. We are currently talking with distributors in China, the Netherlands and Mexico in hopes of introducing Firestarter Vodka to international consumers. It is exciting to watch the excitement spread and know we are positioned and ready to go global." 

About Firestarter Vodka

From Moldova, Firestarter Vodka is a premium, ultra-smooth red wheat vodka five-times distilled and filtered. Launched in Southern California's hospitality-oriented Palm Springs resort area, the product has received acclaim from many of the world's foremost vodka experts. As well as the added distributorships, Firestarter Vodka can also be found in California, Connecticut, Florida, Indiana, Minnesota, Texas, Tennessee, Nevada, Wisconsin, and Alberta, Canada. As a premium product, with its striking "fire extinguisher" packaging, Firestarter Vodka is placed in a class among the best.

SOURCE Firestarter Spirits Inc.

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This college football season, ESPN 3D and Sony are changing the way fans view games from home with the introduction of the "3D Game of the Week."  Every week, Sony will sponsor the airing of one top-level college game with potential Bowl Championship Series (BCS) implications on ESPN 3D, beginning with Boise State versus Virginia Tech on Monday, Sept. 6.

Bud Light is helping to extend the experience, partnering with Sony to host co-branded 3D viewing parties in select 3D Game of the Week markets that include Bud Light mobile bars outfitted with six Sony BRAVIA HDTVs with 3D and active 3D glasses, along with PlayStation 3 systems.  The viewing parties will give consumers a chance to experience 3D technology firsthand. Sony's stable 3D signal from the HDTV to the 3D active glasses will allow for wide-viewing angles so everyone in the party can enjoy the telecast from a comfortable seat.  Bud Light and Sony will host 3D viewing parties at locations around select visiting teams' markets throughout the season as well.

"Sony is involved in every step of the 3D process and is a major partner in helping to deliver the 3D college football experience to the home," said Stuart Redsun, Sony Electronics senior vice president of marketing.  "Our professional HD cameras are being used to shoot the action for each ESPN 3D game of the week through the BCS National Championship game in January, and fans can now enjoy the games on our 3D HDTVs."

ESPN 3D launched on June 11 with the first game of the 2010 FIFA World Cup South Africa.  The channel has featured 25 World Cup games as well as the 2010 Home Run Derby.  Future plans include a featured college football game almost every week of the season.  Additional dates will be announced as the season progresses.  Sony is the official sponsor of college football on ESPN 3D, and college football games televised on ESPN 3D will utilize Sony professional cameras.

Bud Light will be the exclusive malt beverage category sponsor for all ESPN 3D college football telecasts, which will include cut-ins to the Bud Light and Sony 3D viewing parties during select games.  To support the telecasts, Bud Light will also debut a 3D commercial – titled "Ultimate Tailgate Car" – the first 3D commercial filmed and aired by a brewer.  The brand's relationship with ESPN extends into the college football post-season, where Bud Light will receive entitlement of the pre-game shows of the four BCS bowl games aired on ESPN, including custom opening and closing animations, on-set branding and full malt beverage category exclusivity.  

"The introduction of a 3D commercial provides us a great way to showcase Bud Light and further sets the brand apart as a leader and innovator in the beer category," said Keith Levy, vice president, marketing, Anheuser-Busch, Inc.  "Connecting with consumers through new means strengthens Bud Light's position in the football season, and the use of 3D technology plays an important role in our overall football campaign this season, 'Bud Light Playbook.'"

To view 3D games in the home, consumers will need a 3D TV such as Sony's BRAVIA 3D capable models and active shutter 3D glasses, as well as access to the ESPN 3D channel.  ESPN 3D is currently carried on AT&T U-verse, Comcast and DirecTV.  

About Anheuser-Busch

Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.9 percent share of U.S. beer sales to retailers.  The company brews the world's largest-selling beers, Budweiser and Bud Light.  Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico's leading brewer.  Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years.  The company is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo.  For more information, visit www.anheuser-busch.com.

About Sony Electronics

Headquartered in San Diego, Sony Electronics is a leading provider of audio/video electronics and information technology products for the consumer and professional markets.  Operations include research and development, design, engineering, sales, marketing, distribution and customer service.  Sony is noted for a wide range of consumer audio-visual products, such as the BRAVIA LCD and 3D high-definition televisions, Cyber-shot and alpha digital cameras, Handycam camcorder and Walkman personal stereo.  Sony is also an innovator in the IT arena with its VAIO personal computers; and in high-definition professional telecast and production equipment, highlighted by the XDCAM HD and CineAlta™ lines of cameras and camcorders, and the SXRD™ 4K digital projector.  The latest news and information is available at the company's website at www.sony.com/news.

SOURCE Sony Electronics; Anheuser-Busch

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