- Crown Royal renews its partnership with country music star Kane Brown as the Official Whisky Sponsor for The High Road Tour.
- The collaboration introduces The Crown Royal Rig, promoting the Purple Bag Project to support military personnel.
- Crown Royal relaunches the Summer Sessions Contest, donating $1 per nomination to CreatiVets.
Crown Royal has renewed its partnership with country music superstar Kane Brown, returning as the Official Whisky Sponsor for the North American leg of The High Road Tour. This collaboration features The Crown Royal Rig, an 18-wheeler that will visit select U.S. cities to promote the Purple Bag Project. This initiative creates care packages for active military personnel.
The partnership kicked off in Nashville with VIP experiences and signature cocktails, culminating at CreatiVets' 5th Annual Golf Tournament. Crown Royal has also relaunched the Summer Sessions Contest for 2025, now inviting nominations of both military veterans and military charity volunteers. For each valid nomination, Crown Royal will donate $1 to CreatiVets, having already raised over $370,000 through their three-year partnership.
Crown Royal’s commitment to supporting military and country music communities is evident through its partnerships with organizations like CreatiVets and Packages From Home. The brand has collaborated with artists including Kane Brown, Nate Smith, and Tanner Adell, enhancing its impact within these communities.
As part of the tour, The Crown Royal Rig will share the spirit of generosity by inviting fans aged 21 and over to participate in the Purple Bag Project, transforming donated Crown Royal bags into care packages for military personnel worldwide.
The Summer Sessions Contest invites fans to nominate military veterans or volunteers (25+) committed to military-related charities at summersessions.crownroyal.com from March 1 to August 15, 2025. Two winners and their nominators will enjoy an intimate performance with Kane Brown. Each nomination contributes $1 to CreatiVets, supporting veterans' healing through music and arts.
Crown Royal continues to foster long-term relationships with organizations such as CreatiVets and Packages From Home, demonstrating its commitment to giving back to the military community. The brand reminds consumers 21+ to live generously and drink responsibly.
