Wily Jack(TM) Wines Challenges Creative Minds Across the Country to Continue the Story

October 29, 2009

Diageo Chateau & Estate Wines Invites Consumers to Pen the Story of the Label's Namesake, Wily Jack

NAPA, Calif., Oct. 29 /PRNewswire/ -- The vintners behind Wily Jack wines are leaving the next tale (Chapter 4) in the ongoing chronicles of Wily Jack, the fictitious personification of Wily Jack wines, in the hands of its consumers. Beginning today, Wily Jack wines is challenging wine lovers across the country to write a 100-word original essay describing a brief moment in time capturing the essence of this cunning adventurer's life that could live on the back label of the newest Wily Jack vintage.

The winning essay will follow Chapter 3 - currently housed on the back label of the 2007 Zinfandel -"He let the line drift slowly with the current. The cold morning air froze his fingers to the rod and reel. There was barely enough light for Wily Jack to see the lone steelhead just beyond his reach. There was barely enough light for the lone steelhead to see Wily Jack just beyond his reach. It was a stalemate they both could live with."

The grand prize of $5,000 and back label creative rights will be awarded to one lucky consumer along with up to three first prize awards consisting of a signed and numbered limited edition silk-screened poster of Wily Jack by artist Michael Schwab.

To enter, consumers must submit their story in writing, including name, address, phone number and date of birth via Facebook.com/WilyJack or mail to: Wily Jack Back Label Story, Wily Jack, 240 Gateway Road West, Napa, CA 94558. All entries must be entered in Facebook by 11:59:59 p.m. on December 31, 2009, or postmarked by December 31, 2009, and received by January 15, 2010. Entries will be judged on originality and creativity. One entry per person. This contest is open to individuals who are at least 21 years of age.

On October 1, 2009, Diageo Chateau & Estate Wines launched Wily Jack wines, offering a 2008 Chardonnay, 2007 Cabernet Sauvignon and 2007 Zinfandel. Each varietal's front label features different silhouettes of Wily Jack wearing his signature hat. The back labels offer the first three chapters of the ongoing Wily Jack saga.

For a full list of contest rules and more information visit Facebook.com/WilyJack.

Please remember to always drink responsibly.

About Wily Jack Wines

Wily Jack wines are produced by Diageo Chateau & Estate Wines (DC&E), part of Diageo (Dee-AH-Gee-O); the world's leading premium drinks business. DC&E produces and markets premium wines from around the globe including Napa Valley, Sonoma, the California Central Coast, Washington, France, New Zealand and Australia. Brands include: Beaulieu Vineyard, Sterling Vineyards, Sterling Vintner's Collection, Chalone Vineyard, Acacia Vineyard, Edna Valley Vineyard and Rosenblum Cellars as well as the French wines of Barton & Guestier. DC&E is also a leading importer of classified Bordeaux and Burgundy estate-bottled wines and F.E. Trimbach.

Diageo's broader business includes an outstanding collection of beverage alcohol brands across spirits, wine and beer including Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan and Crown Royal. Diageo is a global company, 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 http://www.diageo.com.

Celebrating life, every day, everywhere, responsibly. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

SOURCE Diageo Chateau & Estate Wines