Diageo North America Celebrates 10th Annual Military Service Appreciation Day, Honoring U.S. Veterans and Service Members

11 Nov 2025 North America

Employees and leaders across Diageo North America came together to honor veterans and assemble thousands of care packages for U.S. troops.

In honor of Veterans Day, Diageo North America proudly celebrated its 10th Annual Military Service Appreciation Day (MSAD), a milestone event dedicated to recognizing the courage, dedication, and service of U.S. military members, veterans, and their families.

In a powerful act of collective giving, employees assembled 10,000 care packages across Diageo sites. Each package included food essentials and handwritten notes of gratitude to express appreciation for U.S. troops serving both overseas and at home.

Hosted ahead of Veterans Day from Diageo’s North America headquarters in New York, with live participation from employees in Plainfield, Illinois, the hybrid celebration brought together colleagues across the market to honor service men and women. The program opened with a touching veteran tribute video, spotlighting Diageo employees and their family members who have bravely served and continue to make an impact within our business and communities.

Amy Young, Vice President of Strategy, North America, welcomed attendees and reflected on the values of leadership, integrity, and service that veterans bring to Diageo every day. Krystal Morrison, Associate Brand Manager for Crown Royal, followed with remarks on behalf of the brand, which has long championed the military community through its Purple Bag Project and through their generosity campaigns.

The celebration continued with a live connection to Diageo’s Plainfield facility, where Allison Miller, Co-chair of Diageo’s business resource group Veterans and Friends of Veterans, joined a group of veteran colleagues to share heartfelt stories and reflections on service, sacrifice, and the sense of community within Diageo.

A particularly special moment came when our team joined live from Eglin Air Force Base in Florida to present iPads to soldiers stationed there, a gesture made possible through our continued partnership with iPads for Soldiers. The presentation served as a reminder of Diageo’s ongoing commitment to supporting those who serve, both in and beyond the workplace.

As we mark a decade of honoring our military heroes, Diageo North America remains deeply inspired by their resilience, leadership, and unwavering service, qualities that continue to strengthen our people, our culture, and our purpose every day.