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Diageo Hosts Inaugural Military Service Appreciation Day Honoring the Armed Forces through its Diageo Salutes the Troops Initiative

Diageo’s Employees, Charitable Partners and Community Members Convene during Veteran’s Day Week

Diageo Hosts Inaugural Military Service Appreciation Day Honoring the Armed Forces through its Diageo Salutes the Troops Initiative

Diageo’s Employees, Charitable Partners and Community Members Convene during Veteran’s Day Week

Published 11-10-16

Submitted by Diageo

In an early celebration of Veteran’s Day, today Diageo is hosting the company’s first ever Military Service Appreciation Day at its North American headquarters in Norwalk, Connecticut. Part of the company’s Diageo Salutes the Troops initiative, this day brings Diageo’s employees, non-profit partners and Norwalk community members together to show appreciation for those serving in the military.

The day-long event will begin with the Presentation of the Colors and singing of the National Anthem while the Hampton Pipe and Drum Corps performs. Norwalk Mayor Harry Rilling will mark the day by issuing an official Proclamation, followed by acknowledgements by Diageo executives of the branches of the US Armed Services and Diageo charitable partners. A keynote address, a TED-style talk and two panel discussions will explore themes such as life in the military, women’s experience in the military, and the difference that military charitable partners make. The afternoon features a screening of the film “The Hornet’s Nest” and a Q&A with the Executive Producer, as well as a Packages From Home “Packing Party.” The event closes with celebratory cocktails (named by a Diageo veteran employee), including an original cocktail created by Diageo’s current class of Learning Skills for Life students.

The Military Service Appreciation Day is the newest part of the company’s ongoing Diageo Salutes the Troops program, which pays tribute to members of the military all year round through community service events and charitable donations.  The program is an extension of Diageo’s work around the globe to provide humanitarian relief, and was developed to support veterans and active duty personnel in ways that make a direct and meaningful impact on their lives, as well as their families’ lives.

“Diageo Salutes the Troops enables us to give back to those who protect our country,” said Mark Schulte, Senior Vice President of National Accounts, Diageo. “Our Military Service Appreciation Day is especially exciting – through this event we are uniting our charitable partners and those who benefit from their generosity. We are looking forward to spending the day saluting the heroes in our community.”

Many partners of Diageo Salutes the Troops – including iPads for Soldiers, Packages From Home, NORC at University of Chicago, United Services Organizations, and Brides Across America – will be in attendance. Notably, Packages From Home will be hosting a “Packing Party” where participants will help assemble care packages for troops deployed overseas. Other partners will be setting up exhibits to feature their organizations and meet with employees and community members. Special guests at the event will include members of the Veterans of Foreign Wars Norwalk Post, Diageo’s Learning Skills for Life graduates, local area first responders and community leaders.

“At iPads for Soldiers we have been honored to support our heroes overseas and those recovering in hospitals stateside for 7 years,” said Winnie Pritchett, Founder, “Our relationship with Diageo is absolutely the backbone of that support. Their unwavering generosity has helped to provide the much needed tool of an iPad to nearly 6,000 grateful service men and women. We are so blessed with this partnership. "

"Packages From Home is thrilled to be part of Diageo's Military Service Appreciation Day!  Our past and present military heroes sacrifice so much to keep our country safe and our American freedoms intact.  Not all of us can do what they do so it's our responsibility as civilians to remind our troops and veterans just how much they are loved and appreciated,” said Sarah Perry, Director of Fundraising & Communications, Packages From Home.  “Diageo's Military Service Appreciation Day is providing a platform for us to give back to our troops by packing and sending 300 care packages to our deployed armed forces in harm's way.  Diageo and Crown Royal go above and beyond all year long to contribute to Packages From Home's mission of supporting our past and present military heroes, and for that, we cannot thank them enough."

Diageo Salutes the Troops charitable partners participating in today’s events include:

  • iPads for Soldiers: This organization provides iPads to soldiers in battle and wounded warriors who then use them as morale boosters and key elements in the recovery process.

  • Packages from Home: Collecting donated items from across America, this grassroots effort provides food, personal care and recreational items to deployed American troops.

  • NORC at the University of Chicago: An independent research organization based at the University of Chicago, NORC is developing a Department of Defense alcohol screening and brief intervention system which is currently being implemented into all military health clinics worldwide.

  • United Services Organizations: The USO strengthens America’s military service members by keeping them connected to family, home and country, throughout their service to the nation.

  • Brides Across America: This organization plays a role in making military brides’ dreams come true by gifting free wedding gowns to brides through Nationwide Gown Giveaways. 

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at Visit Diageo’s global responsible drinking resource,, for information, initiatives, and ways to share best practice.

Follow us on Twitter for news and information about Diageo North America: @Diageo_NA.

Celebrating life, every day, everywhere.

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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, J&B, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Cé®roc and Ketel One vodkas, Baileys, Captain Morgan, 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).

Diageo is proud to be a company whose purpose is 'celebrating life, every day, everywhere'. Our sustainability & responsibility strategy, which covers our social, environmental and economic impacts, is key to living that purpose and to delivering our long-term success Key impact areas include: alcohol in society, water, environment, communities, our people and compliance and ethics.

Visit to find out more about Diageo and to see our Sustainability & Responsibility Report.

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