Crown Royal and Kane Brown Bring Whisky and Giving Back to Nashville
Crown Royal returned as the Official Whisky Sponsor for the North American leg of Kane Brown’s The High Road Tour, marking the second year of the partnership. To celebrate, the brand brought its signature experience to downtown Nashville with The Crown Royal Rig — a branded 18-wheeler activation that engaged fans during Brown’s tour stop with music, cocktails, and charitable initiatives.
Exclusive Fan Experiences and Signature Cocktails
The weekend kicked off with a backstage VIP takeover where guests 21 and older received exclusive Kane Brown merchandise, met the artist, and enjoyed custom Crown Royal cocktails such as the Crown Royal Ranch Water and the Blackberry Ginger Lemonade. Visitors to Broadway also interacted with the Rig, capturing photos and collecting limited-edition merchandise.
Supporting Veterans Through the Purple Bag Project
Crown Royal’s commitment to honoring military service members was on full display as the Rig joined the tour to support the Purple Bag Project. The initiative encourages fans to convert iconic Crown Royal bags into care packages for active-duty military. “Crown Royal shares many of the values I hold close to my heart, especially when it comes to giving back to the military community,” said Kane Brown.
CreatiVets Partnership and Summer Sessions Contest Relaunch
The festivities concluded with Crown Royal’s participation in CreatiVets’ 5th Annual Golf Tournament, where veterans were honored alongside celebrity participants. In addition, the whisky brand relaunched the Crown Royal Summer Sessions Contest, expanding its scope to recognize not only military veterans but also volunteers supporting military-related charities. For every valid nomination, Crown Royal will donate $1 to CreatiVets.
Deepening Ties Between Country Music and Community Impact
Crown Royal’s broader partnership with country music includes collaborations with other artists and the CMA Awards. Hadley Schafer, Vice President of Crown Royal, emphasized the alignment between the brand, country music, and service: “We’re proud to have long-standing relationships with organizations like CreatiVets and Packages From Home… and with Kane Brown by our side for the second year, we’re excited to give back in an even more impactful way.”
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