For nearly a decade, Crown Royal has shipped its iconic purple bags filled with essentials to service members overseas. This year, the brand will expand its efforts with The Crown Royal Purple Bag Project, the brand’s largest generosity commitment, inspiring people to give generously one bag at a time. Crown Royal is joining forces with country music superstar Thomas Rhett to distribute 1 million care packages to active duty service members and those affected by natural disasters by 2020.
“I am so grateful for the sacrifices our service men and women make each day for our country, so it’s an absolute honor to do what we can to help give back to them,” Thomas Rhett shared. “I’m so thrilled to team up with Crown Royal for The Purple Bag Project to help meet some of these essential needs.”
“People have always done more with our iconic purple bags. The Crown Royal Purple Bag Project is all about helping facilitate the afterlife of the bag in a greater, more purposeful way. At Crown Royal, we are all about inspiring generosity and reminding people it’s not what you have but what you give and how you give it,” said Sophie Kelly, Senior Vice President of North American Whisk(e)ys at Diageo.
As part of the Crown Royal “Live Generously and Life Will Treat You Royally” platform, the brand is set to launch The Purple Bag Project during the most giving time of year. This holiday season will be crowned purple with a series of moments to help Crown Royal achieve their goal. Most notably, in partnership with the Country Music Association (CMA) and leading up to “The 52nd Annual CMA Awards,” airing Wednesday, November 14 on ABC Television Network, Crown Royal will host the ultimate volunteer takeover in downtown Nashville at the Bridgestone Arena Plaza on Tuesday, November 13, with the goal to pack iconic purple bags for active service members overseas leading into the holiday season.
To achieve its goal, Crown Royal will continue and enhance its long-standing partnership with Packages From Home, a 501(c)(3) non-profit organization dedicated to serving U.S. troops overseas and homeless or at-risk veterans by providing them with requested morale-boosting care packages. All care packages will include handwritten notes, food and personal care items. In addition, Crown Royal has taken an active approach serving local communities affected by natural disasters. Through monetary and purple bag donations, Crown Royal has facilitated support in California, Florida and Texas in light of recent events.
Those of legal drinking age can participate in The Crown Royal Purple Bag Project through a variety of ways such as packing a bag virtually, donating bags in-store, attending Crown Royal Generosity Hours at local bars and participating in packing events at professional football stadiums across the country. Thomas Rhett is also encouraging his fans to get involved in The Crown Royal Purple Bag Project through a random drawing sweepstakes with fundraising platform Omaze. The sweepstakes will launch later this month and offer those who enter the chance to win the opportunity to meet and pack bags with Thomas Rhett backstage at one of his upcoming concerts. Restrictions apply.*
Crown Royal wants to remind adults of legal drinking age everywhere that living generously is not about what you have, but rather about what you give. And, most importantly, to please always drink responsibly.
*NO DONATION NECESSARY. A DONATION WILL NOT IMPROVE ONE’S CHANCES OF WINNING. Sweepstakes ends January 31, 2019. Alcohol is not part of the prize. Subject to Official Rules.