• by Nina Lentini  @Nina_Lentini, May 4, 2007

Here's a quirky combo: After Queen Elizabeth II graces tomorrow's Kentucky Derby with her presence, she'll leave with presents from two veterans of U.S. marketing, a barrel of Crown Royal whiskey from Diageo and a lifetime's supply of Papa John's pizza.

Each company has its special way of paying homage to Her Majesty.

Norwalk, Conn.-based Diageo, the world's largest spirits company, has created a blend of whiskey it calls the rarest and most expensive ever. Made from whiskey that survived a distillery fire in Canada, it's said to be worth $10,000 and is bottled in a 750-ml custom glass decanter designed by a Louisville master and etched with 24-karat gold leaf.

Mike Manning, president of Denver-based Manning Marketing, who works with Diageo on Derby-related projects, spoke to Marketing Daily from a rain-soaked Louisville yesterday.

"Sixty days ago we learned [the queen] was coming to town," he said. "Crown Royal really wanted to make a statement, to do something extra special for her. Crown Royal has been at the Kentucky Derby for 16 years, we sponsor a race, and this is the queen's first visit--what better brand than us to do this? It's a chance to celebrate our own history, too."

Crown Royal Canadian Blended Whisky started off as a gift for Elizabeth's parents during a 1939 tour of our neighbor to the north. A fire destroyed all but six barrels where this blend was stored. Diageo had a master blender select some of the highest rye content to make Crown Royal XR Extra Rare Heritage Blend for Elizabeth.

"Forty-five days ago, the master blender added cloves and other elements to make the special blend," says Manning. "It's sealed in the unique decanter with documentation and an 800 number she can call if she wants more. The blend will be stored in a barrel back in Canada with instructions that it can be opened only by order of the queen so it will remain within the royal family until they drain the supply. Hey, maybe they'll call and say, 'We're having a Christmas party, could you send us a bottle?'

"We introduced the barrel last night during a post-derby party at the Hard Rock Café and now it's down at [legendary racetrack] Churchill Downs. The decanter's been on display all around town and on Saturday it will be sitting in her suite when she arrives. We've had 117 people working non-stop on this."

Diageo and Crown Royal have a long history in supporting equine events. Today, it sponsors the Crown Royal American Turf Stakes just before the famed Kentucky Oaks. The race is one and one-sixteenth miles, with a purse of $150,000. Yesterday and today at Churchill, Crown Royal sponsors the "Festival in the Field" providing music by local and national acts. Kansas headlined yesterday's event.

The company has also created the Crown Royal Turf specifically for the Kentucky Derby, which uses 3 ounces of orange juice, 1 and 1/2 ounces of Crown Royal, garnished with a sprig of fresh parsley.

Decidedly un-equine--but important for the brand nevertheless--is Crown Royal's sponsorship with Playboy of a lounge at Mellwood Arts & Entertainment Center in Louisville. Celebrities, athletes and other VIPs will join Playboy's 2007 Playmate of the Year and nine Playboy Playmates at a sexy soiree tonight, while "DJ Reach" spins the tunes.

Crown Royal's race-inspired cocktails--the Crown Royal Turf, Royal Stretch, and the Crown of Roses--will be featured throughout the evening. It is the fifth year Crown Royal has thrown the party, and the second time it has partnered with Playboy.

Last year's lounge, at the Louisville nightclub Felt, attracted Jaime Pressly, Spike Lee, Petra Nemcova, Tom Brady, Gabrielle Union, Ludacris, Star Jones, John Elway, and Apolo Anton Ohno.

Meanwhile, across town, Louisville-based Papa John's pizza chain is offering Her Majesty and other members of the Royal Family free pizza for life in the U.S. and the U.K. Sounds like a bit of a stretch? Not so.

British-born Nigel Travis took over as CEO of the firm two years ago, and has offered Elizabeth a guided tour.

"I'd be happy to share with her the best of what the Derby, the city of Louisville and the state of Kentucky have to offer through the experiences of someone who still calls England 'home'," said Travis, in a news release publicizing the pizza offering. "Along the way, I would certainly invite her to visit one of our many pizza shops in the area. I know just one bite would have a long-lasting impression. There's a lot of great food here, but a true American experience in Louisville requires enjoying a slice of Papa John's pizza."

Indeed.