Photo Credit: Crown Royal

Crown Royal for nearly a decade has shipped its product to service members overseas within the iconic purple bag. This year, the brand has started The Crown Royal Purple Bag Project, the brand’s largest generosity commitment to inspire people to give generously one bag at a time. Crown Royal is joining with Multi-platinum Country Artist Thomas Rhett to distribute 1 million care packages to active duty service members and those affected by natural disasters by 2020.

“I am so grateful for the sacrifices our service men and women make each day for our country, so it’s an absolute honor to do what we can to help give back to them,” Thomas Rhett shared. “I’m so thrilled to team up with Crown Royal for The Purple Bag Project to help meet some of these essential needs.”

“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,” said Sophie Kelly, Senior Vice President of North American Whisk(e)ys at Diageo.

The Purple Bag Project is set to kick off during the holiday season as a part of their “Live Generously and Life Will Treat You Royally” platform. To help achieve their goal, they have partnered with the Country Music Association (CMA) and leading up to “The 52nd Annual CMA Awards,” airing Wednesday, November 14th on ABC Television Network. Crown Royal will host the ultimate volunteer takeover in Downtown Nashville at Bridgestone Arena Plaza the day before the awards show, Tuesday, November 13th, with the goal to pack iconic purple bags for active service members overseas leading into the holiday season.

Photo Credit: Crown Royal

Crown Royal will continue to enhance it’s long standing partnership with Packages From Home, 501(c)(3) non-profit organization dedicated to serving U.S. troops overseas and homeless or at-risk veterans by providing them with requested morale-boosting care packages. All care packages will include handwritten notes, food, and personal care items. Crown Royal will take an active approach as well to serving local communities affected by natural disasters. California, Florida, and Texas in lift of recent events, have received the purple bag donations.

Want to know how to participate? Those of legal drinking age can have numerous ways on packing a purple bag. There is packing a bag virtually, donating bags in-store, attending Crown Royal Generosity Hours at local bars and participating in packing events at professional football stadiums across the country. Thomas Rhett is also encouraging fans to get involved with the The Crown Royal Purple Bag Project through a random drawing sweepstakes with fundraising platform Omaze. The sweepstakes launches later this month and will offer those who enter a chance to meet and pack bags with Thomas Rhett backstage at one of his upcoming concerts.

Crown Royal reminds all of those of legal drinking age everywhere that living generously is not about what you have, but rather about what you give. Most importantly, always drink responsibly.

Featured photo credit: Crown Royal