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Diageo partners with Preakness Stakes
Johnnie Walker owner Diageo has entered a three-year partnership with American horse race and entertainment event Preakness Stakes.
The deal with Preakness owners 1/ST (pronounced ‘First’) will see Diageo’s spirits portfolio available exclusively throughout the annual events hosted at the Pimlico race track in Baltimore, Maryland, inclusive of all premium and VIP areas. This deal will be in place for the next three race meets: Preakness 148, 149 and 150.
“Diageo is proud to partner with 1/ST and to align our category-leading portfolio with one of the most iconic events in Thoroughbred racing, the Preakness,” said Rick Pineda, director of sports at Diageo North America. “We look forward to bringing Preakness guests together with unique experiences from our world-renowned spirits brands.”
Preakness and Preakness Live attendees will be able to enjoy cocktails made with Diageo spirits such as The Black Eyed Susan, the official drink of the Preakness Stakes made with Bulleit Bourbon and Ketel One Vodka.
Additional Diageo offerings will include Don Julio Tequila, Crown Royal whisky, Aviation Gin, Tanqueray gin, Johnnie Walker whisky, 21 Seeds Infused Tequila, and Zacapa Rum.
Preakness 148 guests will also be treated to a pop-up cantina serving canned cocktails, including Cîroc Vodka Spritz, Ketel One Botanical Vodka Spritz, Crown Royal ready-to-drink (RTD) cocktails, Loyal 9 Cocktails, Tanqueray Gin Crafted Gin Cocktails, and Vita Coco Spiked with Captain Morgan.
Nick Hines, senior vice-president of business development and experience at 1/ST, added: “The collaboration between the Preakness, one of the world’s most recognised sports and entertainment events and Diageo, a leader in premium spirits, reflects a calibre of excellence and a commitment to a superior guest experience that is second to none.”
Preakness weekend will commence on 19 May, otherwise known as Black-Eyed Susan Day, with a full day race card, while the 148th edition of the Preakness Stakes will return on 20 May for a two-day race programme.
In addition, this year Preakness Live, taking place on 20 May, will see Uptown Funk singer Bruno Mars return to the Pimlico infield 11 years after his first performance at Preakness.
The event will also see performances by Grammy-nominated musical duo Sofi Tukker, DJ Chantel Jeffries, Martin 2 Smoove, plus more.
Tickets for all Preakness 148 areas are on sale now at www.preakness.com/tickets and start at US$30 for general admission.