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NEW YORK, June 1, 2017 /PRNewswire/ -- Russian Standard® Vodka, the world's #1 premium Russian vodka, has entered a multi-year sponsorship with Cirque du Soleil as the official vodka sponsor of touring shows in USA and Canada. The partnership between these two global brands spans across multiple platforms, including on-site event activation, co-branded content creation, online media and retail integration.




"We decided to partner with Cirque du Soleil because it's a successful and forward-thinking entertainment property reaching millions of highly coveted consumers," said Leonid Yangarber, CEO of Roust Americas. "While Russian Standard® Vodka has solidified a loyal following in both US and Canada, we expect Cirque du Soleil to be a great partner to introduce Russian Standard to new consumers seeking high quality experiences."


"We are delighted to be partnering with Russian Standard® Vodka, a premium brand that will add another level of engagement, through creative activations, to the already unique Cirque du Soleil experience," said Richard L. Davies, Global Head Creative Alliances & Licensing.





For more information about upcoming events and promotions, please follow Russian Standard Vodka on Facebook at <> , on Instagram @russianstandardvodka and on Twitter @russianstandard.

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Indianapolis, May 18, 2017 – This weekend, thousands of fans will flock to the Racing Capital of the World to watch their favorite drivers qualify for the 101st running of the Indianapolis 500 during Crown Royal Armed Forces Weekend. And starting this year, those fans will have the opportunity to permanently cement the names of their military heroes at the track in recognition of their generous sacrifice.


Inspired by the iconic Yard of Bricks marking the track's finish line, Crown Royal and Indianapolis Motor Speedway (IMS) have erected a brick Wall of Gratitude to display the names of military members past and present. Located in the infield at New Myers Drive and 6th Street (next to the Crown Royal tent), fans 21+ can submit names to be engraved on gold plates permanently affixed to the brick wall as a small token of appreciation for their selfless service. And throughout the weekend, Crown Royal will be randomly surprising select nominators with VIP race experiences and tickets.


Race-goers can also stop by the Crown Royal tent to assemble care packages for troops overseas, interact with custom photo booths that facilitate local charity donations and sample various whiskies. The full schedule for submissions to the Wall of Gratitude is below:


  • Friday, May 19 through Sunday, May 21: 11 a.m.-5 p.m.
  • Indianapolis 500 Race Weekend
  • Friday, May 26: 10 a.m.-4 p.m.
  • Saturday, May 27: 9 a.m.-1 p.m.
  • Sunday, May 28: 7 a.m.-12 p.m.


"Serving one's country is, without a doubt, among the most generous things a person can do," said Jim Ruane, Director of Crown Royal. "We look forward to seeing the Wall of Gratitude filled to the top with names of servicemen and women as we toast to their honor during Crown Royal Armed Forces Weekend and the Indy 500 – rooted in remembrance and celebration of our nation's heroes."


Building upon the legacy of Crown Royal's "Your Hero's Name Here" program, 2017 marks the sixth straight year the whisky maker has partnered with IMS to recognize the most generous among us – the true kings and queens of their communities – in one-of-a-kind ways.


"This is a fitting and unique way to honor our military heroes during the Month of May at the Racing Capital of the World," said IMS President J. Douglas Boles. "Crown Royal's Wall of Gratitude and the chance it provides to celebrate our military members and veterans will be a highlight for many fans visiting the track."


Crown Royal's "Live Generously and Life Will Treat You Royally" campaign aims to inspire generosity in all of its many forms, building upon the brand's longstanding history of celebrating military heroes – from giving veterans the royal treatment at pro sporting events, to helping a blinded soldier see his hometown in a novel way, to year-round collection of care packages for deployed troops.


Crown Royal asks that all race fans honor generously, but drink in moderation.

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Mezcal may be the oldest distilled spirit in the Americas, but has exploded in popularity only recently. In The Mezcal Rush: Explorations in Agave Country (Counterpoint Press, 295 pages), Granville Greene vividly describes his quest through the Mexican highlands to learn more about the varied cultures, plants, and traditions surrounding the drink, which has become a craft cocktail darling.

He soon finds that, unlike most high-end spirits, small-batch mezcals are typically produced by and for subsistence farming communities, where maestros mezcaleros distill their signature drinks using local agaves and artisanal production methods honed through generations of mezcal-making families. Greene visits remote indigenous villages in Oaxaca and Guerrero states, where the spirit is never mixed into cocktails and is reserved instead for consuming puro on special occasions—a liquid language celebrating community identity along with the diverse characters of numerous agave species.

Greene joins the maestros in the arduous tasks of mezcal-making, as they harvest agave hearts from treacherous mountain slopes, roast them in underground pit ovens, grind them in rustic mills, and distill the fermented mash over wood fires through long nights under the stars. Ambient elements enter the process—the natural yeasts of a lime tree growing near a still, the unique minerality of the local spring water—as each mezcal becomes an individual expression of plants, place, and the artistry of its maker.

Sipping a handcrafted mezcal, Greene comes to understand, is like being invited into someone’s home and allows us to transcend borders. Yet while visiting a cocktail convention in New Orleans and hip new mezcal bars in the U.S. and abroad, he finds an ongoing disconnect with the maestros, who have been swept up in a hot new booze trend in which they have little voice. Greene explores the dynamics of a cultural commodity undergoing a gold-rush style surge as a luxury export, and the consequent overharvesting that threatens agaves growing in the wild, as he finds the ancient spirit at a new crossroads.


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