JEREMIAH WEED UNITES NASCAR DRIVER MATT KENSETH AND STRONGMAN TO KICK OFF SUMMER AND REINFORCE DRINKING RESPONSIBLY
New Premium Flavored Malt Beverages Campaign Brought to Life through Racecar Safe Rides Pull
Charlotte, NC—(May 26, 2011)—With thousands gathering in Charlotte for the race weekend and the quintessential start of summer, one particular fan is competing in a race of his own—one that involves only his sheer physical strength and the No. 17 Jeremiah Weed Ford Fusion. Strongman and resident “This is Jeremiah Weed” ad campaign star Rendy DeLaCruz will race against the clock to pull a real life stock car 100 feet in 60 seconds or less—all while NASCAR champion Matt Kenseth watches effortlessly from behind the wheel.
The event is meant to reinforce that if you’ve had too much to drink, you should always find a safe ride home regardless of the means. For every foot that DeLaCruz successfully pulls the No. 17 Jeremiah Weed Ford Fusion, Jeremiah Weed will distribute pre-paid taxi vouchers (up to 500) to encourage responsible decision-making among consumers of legal drinking age. Each voucher is valued up to $10 and redeemable through Charlotte’s Crown Cab throughout the race weekend. Just for attempting the feat, Jeremiah Weed will distribute 200 vouchers.
“I’ve tested my strength in a lot of different ways from flipping a 1,000 pound tire to pulling a plane. While I might not get the No. 17 Jeremiah Weed car going as fast as Matt Kenseth is used to, I assure you he’ll get from point A to point B safely, and that’s the message we want adults to hear,” said DeLaCruz. “There’s always another, safer way home if you’ve had too much to drink: simply call a friend or take a taxi. But, to avoid that all together, drink responsibly. Even badasses know better than to overdo it.”
DeLaCruz is featured in Jeremiah Weed’s new “This is Jeremiah Weed” ad campaign that showcases the brand’s new line of premium flavored malt beverages: Lightning Lemonade®, Roadhouse Tea™ and Spiked Cola™. A digital short documentary-style video about DeLaCruz, along with those of the other featured personalities, were designed to celebrate the badass individuals that make up the fabric of America and can be viewed at www.facebook.com/JeremiahWeed.
Beginning on Speed Street, midway between Stonewall and MLK Jr. Blvd, DeLaCruz will pull Kenseth’s car through MLK Jr. Blvd. with the goal of making it to the corners of MLK Jr. Blvd. and Brevard Street in 60 seconds or less. All consumers of legal drinking age are invited to watch the pull beginning at 4:30pm EST.
“It’s just Rendy and about 3,500 pounds of car, so he definitely has a challenge ahead of him,” NASCAR’s most recent NASCAR Sprint Cup Series point winner Matt Kenseth said. “This is the type of feat that Jeremiah Weed is known for—one that pushes limits and reveals what a man is truly made of. I’m excited to not only be a part of the pull, but also support Jeremiah Weed in its effort to provide adult consumers with safe rides home throughout the race weekend.”
Jeremiah Weed’s line of premium flavored malt beverages are for those celebrating the good times of life, and especially designed for those who grab life by the horns. The 12 and 23.5-ounce canned beverages, each at 5.8% ABV, provide a new twist to the beloved Jeremiah Weed trademark, and are available nationwide for a suggested retail price of $2.49 – $2.79 for 23.5-oz and $7.99 for a 12-oz six-pack.
“This holiday weekend serves for many as the kick-off celebration to summer,” said Abby Wise, Director of Marketing and Innovation, Diageo. “Jeremiah Weed is a brand that prides itself in celebrating no matter the occasion, and with this time of year being full of cookouts, corn hole and unplanned adventures, Rendy’s attempt to pull Kenseth’s car is the perfect accent to a race weekend in Charlotte. It’s an added privilege to provide safe transportation for those of legal drinking age.”
Please visit www.facebook.com/JeremiahWeed to learn more about Rendy, the “This is Jeremiah Weed” ad campaign and Jeremiah Weed’s line of premium flavored malt beverages, and please remember that even badasses should always drink responsibly.
About Jeremiah Weed
Legendary Mr. Jeremiah Weed, the original southern gentleman, has added three new Jeremiah Weed flavored malt beverage flavors of Lightning Lemonade, Spiked Cola and Roadhouse Tea. They join the popular Jeremiah Weed Southern Style Sweet Tea, a 70 proof sweet tea flavored vodka born of a long Southern and Kentucky distilling tradition, utilizing only the highest quality ingredients for a taste, which we think you will find second to none. Jeremiah Weed Sweet Tea was the second product in the Jeremiah Weed line, joining Jeremiah Weed Bourbon Liqueur. You can learn more about Jeremiah Weed Sweet Tea, Jeremiah Weed Bourbon Liqueur and “The Legend” Mr. Jeremiah Weed himself at www.jeremiahweed.com and www.facebook.com/JeremiahWeed.
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, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc 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.
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