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Looking after military families

Diageo North America has a long-standing commitment to support veterans, military personnel and their families through our brands and charitable giving.


This year Diageo supported the Disabled American Veterans and the United Services Organization with grants. We also contributed to the Walter Reed Army Medical Center’s Wounded Warriors Project, donating 100 Christmas trees, and continued our tradition of shipping care packages to soldiers, sailors, airmen, marines and coastees serving in Afghanistan and Iraq.

This year’s Crown Royal ‘Your Hero’s Name Here’ Brickyard 400 announcement involved honouring 10 service members of the 38th Infantry Division, Indiana Army National Guard. They were thanked for their service by Jeff Belskus, president and CEO of Indianapolis Motor Speedway, the Hulman George family, which owns the Brickyard race track, and Heather Boyd, Crown Royal’s senior brand manager.

Marketable skills for military spouses

For servicemen and servicewomen overseas, making sure their families are managing financially at home is a big concern. The Captain Morgan First Mate Fund kicked off an innovative project in Pittsford, New York by donating $150,000 (£95,000) to the Loyola Foundation. The grant enabled the Foundation to develop and test a call centre for spouses to call and check on servicemen recently released from substance abuse programmes.

‘This vital service not only helped the servicemen, but also provided marketable skills for spouses, alleviating economic distress,’ said Tom Herbst, brand director, Captain Morgan.

The initiative was a great success and enabled the Loyola Foundation to secure additional funding to expand the programme to other military bases.