The whisky brand Crown Royal is joining with NASCAR champion Kurt Busch in its "Safe Rides Home" initiative which could see drinkers driven home personally by the racing champ.

Crown Royal and Busch will launch a fleet of No. 97 Ford Taurus cars in Indianapolis city centre, offering drinkers rides home in replicas of the purple and gold Crown Royal No. 97 Ford Taurus which Busch drives. Some lucky punters will even be personally driven home by NASCAR champion Kurt Busch himself.

"'The Safe Rides Home' programme is part of our continued effort to promote our 'Be a Champion. Drink Responsibly' campaign, and in the process advance the concept of a designated driver," said Crown Royal director, Jerry Knight. "This signature programme is the perfect vehicle to promote responsible decision-making, and who better to partner with than the champ, Kurt Busch."

The initiative will see 10 Crown Royal cars operating in rotation offering residents within a 20-mile radius of Indianapolis that are 21 years of age or older a lift home.