Diageo, which has a history in NASCAR with its flavored malt beverage brand Smirnoff Ice, said it will utilize its new sponsorship in NASCAR to continue to educate consumers about the importance of responsible drinking

Food & Drink Weekly, Nov 15, 2004

Diageo, which has a history in NASCAR with its flavored malt beverage brand Smirnoff Ice, said it will utilize its new sponsorship in NASCAR to continue to educate consumers about the importance of responsible drinking. Diageo's sponsorship, which will feature the Crown Royal brand, will be built around the company's existing relationship with the racing team Roush Racing.