The award-winning whisky brand is showing
gratitude to those who have played a key role in making Houston
Rodeo what it is today through "Hats Off with Crown Royal"
HOUSTON, March 13,
2023 /PRNewswire/ -- As an official sponsor of the
2023 Houston Livestock Show and Rodeo (HLSR), Crown Royal is taking
the moment to show its gratitude and tip a hat to those who drive
the rodeo community forward. In a new platform titled, "Hats
Off with Crown Royal," the whisky brand is celebrating the
uplifting spirit of the rodeo community starting in Houston, by sharing a symbolic hats off
gesture to those who lend their skill, time and experiences to
honor the rodeo tradition.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9148851-crown-royal-celebrates-royal-riders-houston-rodeo/
"Hats Off with Crown Royal" was brought to life at HLSR, with
the brand's six days of gratitude, including Armed Forces
Appreciation Day (March 1), Black
Heritage Day (March 3), and
Go Tejano Day (March 12) at the Crown Royal Ranch in NRG Park.
Consumers (21+) were invited to the Crown Royal Ranch to enjoy
murals from local artists, Jeremy
Biggers and Floyd Mendoza,
live music, Crown Royal specialty cocktails, exclusive takeaways
and were encouraged to participate in the Purple Bag Project.
"Generosity is at the core of Crown Royal, and as a longstanding
partner of the Houston Livestock Show and Rodeo, it was certainly
time to spotlight the incredible community of Houston and the people who've impacted the
rodeo for 90+ years," said Hadley
Schafer, Director, Crown Royal. "It's exciting to be part of
an event with so much rich history and give rodeo goers the
opportunity to tip their hats to those who keep rodeo culture
thriving."
The whisky brand has also partnered with Houston-based lifestyle brand, Premium Goods,
to create a limited-edition capsule collection that celebrates
Houston's essence and rodeo
fashion and culture with a Premium Goods twist. The collection,
which features a co-branded canvas tote that honors Houstonians,
was showcased at the Crown Royal Ranch throughout the two
weekends.
"Crown Royal's commitment to supporting our troops personally
touches home to me as a spouse, daughter, & sister of
veterans," said Jennifer Ford, owner
of Premium Goods. "It's an honor and a real pleasure to partner
with a brand that shares my values and sincere appreciation for our
troops and their sacrifices for freedom."
Crown Royal has also brought the Purple Bag Project to the Crown
Royal Ranch at HLSR and will honor the spirit of the rodeo by
giving back to the people who make it all happen. Crown Royal
Purple Bags were transformed into "thank you" gifts by consumers,
who signed a heartfelt card and chose the perfect supplies to
include. Over the course of its six days of gratitude, consumers
packed over 1,225 Crown Royal purple bags, benefiting thousands of
rodeo volunteers – the folks who work behind the scenes to bring
the Houston Rodeo to life.
Crown Royal and their rodeo partners have joined forces to
celebrate cowboys and cowgirls who keep their communities thriving
with the Crown Royal "Royal Rider"
award. This year, the brand honored three of their Royal
Riders – Tory Johnson,
professional steer wrestler and 2018 PRCA Permit Challenge
Champion, Wesley Silcox, Crown Royal
Rider since 2013 and 2007 PRCA World Champion Bull Rider and
Garrett Smith, one of the newest
Crown Royal Riders and 3x National High School Finals Rodeo
All-Around Champion – giving them a platform to tip their hat, say
thank you to and celebrate those who have made an impact on their
rodeo journey and career. Keep an eye out on Crown Royal's social
pages in the coming weeks to hear more about these incredible
stories!
Crown Royal invites consumers 21+ to tip their hats to the ones
who are generous with their time to impact their communities. No
matter how you decide to enjoy Crown Royal this rodeo season,
remember to do so responsibly.
About Crown Royal
Crown Royal Canadian Whisky is the
number-one selling Canadian whisky brand in the world and has a
tradition as long and distinctive as its taste. Specially blended
to commemorate a grand tour of Canada made by King George VI and Queen
Elizabeth of Great Britain
in 1939, Crown Royal's smooth, elegant flavor and gift-worthy
presentation reflect its regal origins – it is considered the
epitome of Canadian whisky. For more information, visit
crownroyal.com. Crown Royal encourages all consumers to please
enjoy responsibly.
About Diageo North America
Diageo is a global leader
in beverage alcohol with an outstanding collection of brands
including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don
Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit diageo.com. Visit Diageo's global responsible
drinking resource, DRINKiQ.com, for information, initiatives, and
ways to share best practice. Follow on Twitter and Instagram for
news and information about Diageo North America: @Diageo_NA.
About the Houston Livestock Show and Rodeo
The Houston
Livestock Show and Rodeo promotes agriculture by hosting an annual,
family-friendly experience that educates and entertains the public,
supports Texas youth, showcases
Western heritage, and provides year-round educational support
within the community. Since its beginning in 1932, the Rodeo has
committed more than $575 million to
the youth of Texas and education.
The 2023 Rodeo is scheduled for Feb.
28 – March 19. The 2023
World's Championship Bar-B-Que Contest, presented by Cotton
Holdings, took place Feb. 23 – 25.
For more information, visit rodeohouston.com and connect with
#RODEOHOUSTON online via Facebook, Twitter, Instagram and YouTube
for all the latest news.
Media Contacts
Michelle
Gattenio, DIAGEO
Michelle.Gattenio@diageo.com
Taylor
CrownRoyal@taylorstrategy.com
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SOURCE Crown Royal