Crown Royal to donate one million care packages by 2020

Diageo-owned Canadian whisky brand Crown Royal has teamed up with country music star Thomas Rhett to give away one million care packages to those affected by natural disasters by 2020.

Country music star Thomas Rhett has joined forces with Crown Royal

The expanded Crown Royal Purple Bag Project aims to inspire people “to give generously one bag at a time”. The project, launched in time for the festive season, is part of the brand’s Live Generously and Life Will Treat You Royally platform.

Crown Royal will continue its partnership with non-profit organisation Packages From Home, which is dedicated to giving care packages to serving US troops overseas and homeless or at-risk veterans. All care packages include handwritten notes, food and personal care items.

The brand has also helped local communities affected by natural disasters through monetary and purple bag donations.

“I am so grateful for the sacrifices our service men and women make each day for our country, so it’s an absolute honour to do what we can to help give back to them,” said Rhett.

Sophie Kelly, senior vice president of North American whisk(e)ys at Diageo, added: “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.”

Consumers can take part in the project by packaging a bag virtually, donating bags in-store, attending Crown Royal Generosity Hours at local bars and participating in packing events at football stadiums across the US.

Rhett is also encouraging fans to enter a drawing sweepstakes on fundraising platform Omaza, which will offer consumers the chance to meet and pack bags with the musician backstage at one of his concerts.

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Author: Nicola Carruthers {authorlink}