NASHVILLE, Tenn., Nov. 11, 2021 /PRNewswire/ -- American
military heroes and veteran communities have faced cuts to crucial
health care services, delays in benefits and staff shortages at
veteran's hospitals as the country continues to battle the impacts
of COVID-19. In response, and as part of the brand's long-standing
efforts to use the power of generosity to give back to our
hospitality and military communities, Crown Royal and global
country music entertainer Chris
Young announced a donation to the Bob Woodruff Foundation at
last night's "The 55th Annual CMA Awards." The donation
is part of the brand's $1 million
commitment to serving those who serve us via the Crown Royal
Generosity Fund (a donor advised fund), spotlighting the
exceptional generosity of our military by giving them the royal
treatment heading into Veterans Day.
Experience the interactive Multichannel News Release here:
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In partnership with the National Football League's (NFL) Salute
to Service and the Bob Woodruff Foundation, a 501(c)(3) nonprofit
that funds and accelerates equitable solutions for veteran needs,
Crown Royal celebrated country music's biggest night, "The
55th Annual CMA Awards," with a special in-show
integration that turned happy hour into Generosity Hour. The brand
hosted an intimate, pre-show performance from multi-platinum
superstar Chris Young in Nashville for active-duty military
and veterans to honor these everyday heroes.
"I'm honored to continue my partnership with Crown Royal to
support those in need, especially when we get to recognize the
generosity and sacrifices our veterans have made for both our
country and our community," shared Chris
Young. "It is really amazing to spend the evening performing
for these true heroes."
As part of the brand's ongoing commitment to the military, Crown
Royal paid tribute to our armed forces with a donation of
$50,000 to the Bob Woodruff
Foundation through its partnership with the NFL's Salute to Service
on behalf of attendees 21+ in attendance at the live broadcast of
the CMA Awards.
"Crown Royal has a long-standing commitment to support American
military heroes, and at last year's CMA Awards we celebrated
achieving our goal of packing 1 million purple bags through the
Purple Bag Project for servicemen and women overseas," said Nicola
Heckles, Vice President of Crown Royal. "This year, we're thrilled
to make our return to the CMA Awards with the support of both
Chris Young and the NFL's Salute to
Service to give back to those who deserve it most, our veteran
communities."
For over a decade, Crown Royal has repurposed their iconic
purple bags and filled them with essentials for servicemen and
women overseas. Since the launch of The Crown Royal Purple Bag
Project, the brand has packed over 1 million purple bags. As part
of today's announcement, Crown Royal continues to extend their
efforts to support our military, whose generosity remains
unmatched.
"At the Bob Woodruff Foundation, we ensure that our nation's
veterans, service members, their families, and caregivers have
access to the highest level of support and resources they have
earned, for as long as they need it," said Anne Marie Dougherty, Chief Executive Officer of
the Bob Woodruff Foundation. "Crown Royal has always believed in
inspiring generosity and is committed to supporting our nation's
heroes, and their support will assist veteran communities who are
still affected by the pandemic."
Crown Royal reminds everyone 21+ that living generously is not
about what you have, but about what you give. And, most
importantly, to always drink 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 at Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
About CMA Awards
The first "CMA Awards Banquet and Show" was held in 1967. The
following year, the CMA Awards was broadcast for the first time –
making it the longest running, annual music awards program on
network television. The CMA Awards have aired on ABC since 2006.
ABC is the network home of the CMA Awards and CMA's other two
television properties, "CMA Fest" and "CMA Country Christmas."
About The Bob Woodruff Foundation
The Bob
Woodruff Foundation (BWF) was founded in 2006 after reporter
Bob Woodruff was wounded by a
roadside bomb while covering the war in Iraq. Since then, BWF has led an enduring call
to action for people to stand up for heroes and meet the emerging
and long-term needs of today's veterans, including suicide
prevention, mental health, caregiver support, and food insecurity.
To date, BWF has invested over $80
million to Find, Fund and Shape™ programs that have
empowered impacted veterans, service members, and their family
members across the nation, reinforcing the message that BWF has
'Got Your Six'. To discover stories of success and innovation from
BWF's network of partners, please visit
bobwoodrufffoundation.org or follow us on Twitter at
@bwforg.
MEDIA CONTACTS:
Kyra Zeller
DIAGEO
Kyra.zeller@diageo.com
TAYLOR
crownroyal@taylorstrategy.com
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SOURCE Crown Royal