Crown Royal Paints Nashville Purple During
"The 58th Annual CMA Awards" Week from launch of Crown Royal 31
Year Old in Partnership with Daniel
Diamond to Generous Moment on CMA Awards Stage
NASHVILLE, Tenn., Nov. 21,
2024 /PRNewswire/ -- In its seventh year as the
exclusive whisky partner of the CMA Awards, Crown Royal spread
generosity through Music City across the week, culminating in a
special announcement on Country Music's Biggest Night. Woven into
the fabric of country music, Crown Royal brings people together
through shared values and experiences that define the genre. This
year, the brand raised the bar and 'painted the town purple' like
never before with a packed presence in Nashville.
To kick off the week, the award-winning whisky brand partnered
with Daniel Musto of fashion brand
DanielxDiamond to debut Crown Royal Aged 31 Years. Musto shared a
collection of iconic looks from country music's biggest stars along
with his tips for luxury western styling. The duo adorned guests
with their very own custom DanielxDiamond Crown Royal jacket, a
perfect accessory for CMA Awards week. Side-by-side with this rare
whisky, the two icons cheers to craftsmanship, excellence and
country music.
Continuing the star-studded week of celebrations, Crown Royal
teamed up with New Artist of the Year nominee Nate Smith and veteran-turned-country-artist
Scotty Hasting to raise a glass to
Crown Royal partner, CreatiVets, a non-profit organization helping
veterans navigate life after service through music. Last night,
Crown Royal and Smith hit the stage at "The 58th Annual CMA
Awards," highlighting the story of veteran Scotty Hasting's life-changing journey from
Purple Heart recipient to one of country music's own. During an
intimate conversation, Hasting shared how the support of CreatiVets
led to him writing his first debut single and making his first
appearance on the Grand Ole Opry stage. He also recounted moments
from a recent performance in Nashville.
"I am so proud to be able to use music to reach people and help
Veterans like myself, after returning home," said Hasting. "It's an
honor to support CreatiVets and Crown Royal in their mission to
continue to help people through music, too."
Amid roaring applause and a standing ovation, Smith announced a
$50,000 donation to CreatiVets on
behalf of Crown Royal. Since the start of their partnership, Crown
Royal has spearheaded efforts to raise over $370,000 in support for this cause.*
"I'm humbled to put a spotlight on an organization as incredible
as CreatiVets on country music's biggest stage," said Smith. "Crown
Royal has been my go-to in the songwriting room and while on tour,
and I've long admired their commitment to supporting veterans.
Learning about CreatiVets' mission and Scotty's personal
story is something I'll never forget."
Crown Royal first partnered with CreatiVets in 2022, and
through Crown Royal's continued commitment and support over the
past two years, CreatiVets has significantly fueled their mission,
nearly doubling their annual number of veterans served in 2024. The
brand's support has also helped enable a thirty-five percent
increase in songwriting programs, while also facilitating the
launch of new chapters and community initiatives.*
"As we returned to Music City for the seventh year, it was
important for us to extend our presence and plant our purple flag
in the heart of country music. We are proud to have celebrated the
country music community from our new partnership with
DanielxDiamond for Crown Royal Aged 31 to celebrating iconic
artists at the 72nd Annual BMI Country Awards," said Jesse Damashek, Senior Vice President, North
American Whiskeys at Diageo. "And of course, with generosity at the
core of our brand we closed out the week with a memorable giveback
moment. What an honor to have teamed up with Nate Smith and Scotty
Hasting, to support our partner CreatiVets and highlight the
incredible work they are doing for our veterans."
CMA Awards viewers at home had the opportunity to join in on the
generosity by scanning a QR code that appeared onscreen or by
visiting https://stage.crownroyal.com/cmacreativets. Each visit to
the website (including by QR code scan) on or before November 21 will result in the brand donating an
additional $1. These donations will
be in addition to the $50,000 Crown
Royal will contribute to CreatiVets mission.***
Crown Royal also sponsored the 72nd annual BMI Country Awards,
the Creative Artist Agency watch party, and continued celebrations
as a sponsor of William Morris Endeavor's official CMA Awards after
party. Country stars and industry alike gathered to toast with
specialty cocktails crafted exclusively for the occasions, rounding
out a week of unforgettable moments.
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 on Twitter and Instagram for
news and information about Diageo North America: @Diageo_NA.
About the 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 Nate
Smith
Bursting onto the scene a few short years ago,
country vocal powerhouse Nate Smith
has accumulated over 2 billion career streams, scored three
multi-week No. 1 records ("Whiskey on You," "World on Fire" and
"Bulletproof"), garnered multiple gold and platinum records,
sold-out shows across the US and received numerous nominations for
best new artist from the CMA Awards, ACM Awards, CMT Awards, iHeart
Radio Awards and so many more. Most recently, Smith received
the award for ACM New Male Artist of the Year, Billboard's Rookie
of the Year and Amazon's Breakthrough Country Artist for 2024.
Smith's sophomore album, California Gold, was just released and
debuted Top 15 on Billboard's Country Albums Chart.
About Scotty Hasting
In
April of 2011, former Army Infantryman with the 1st Infantry
Division 4th Squadron 4th Cavalry Scotty Hasting was left fighting
for his life, flying out of Afghanistan on a medivac after being shot ten
times. Narrowly escaping death, Hasting is now on a mission to help
anyone struggling through his music. Despite only first picking up
a guitar in 2020, Hasting signed with Black River Entertainment in
2023 and has already opened for incredible artists, including
Dave Grohl, Tanya Tucker, Jelly Roll, Lee Brice, Chris
Janson, and more. Hasting recently partnered with
Operation Democracy and represented the U.S. with multiple
performances in Normandy,
France, during a week-long
celebration commemorating the 80th anniversary of D-Day. Hasting
released his debut EP, I'm America (5/3), stepped
into the coveted Circle for his Grand Ole Opry debut (7/28), and
shared the notable release, his own special version of "Til The
Last Shot's Fired" with Lee Brice
and Dolly Parton (10/15) .
About CreatiVets
CreatiVets' is a 501(c)(3) non-profit
organization whose mission is to provide wounded veterans
struggling with post-traumatic stress and traumatic brain injury
with opportunities to use art, music, and creative writing to heal
their unseen wounds of war. Their goal is to empower veterans with
tools they can use for the rest of their lives and enable them to
see their own capacity for success in an arena outside the
battlefield. Learn more at creativets.org.
Media Contacts:
DIAGEO
jazmine.settles@diageo.com
TAYLOR
crownroyal@taylorstrategy.com
For Scotty Hasting:
Dawn Delvo | Black River
Entertainment
ddelvo@blackriverent.com
**Source: CreatiVets Financial Statements
***Diageo Americas, Inc. to donate up to $1,000,000 to national and local charities
between 9/7/2024 & 6/30/2025,
including this initiative in support of CreatiVets. Donation made
via the Crown Royal Generosity Fund, a donor-advised fund
administered by Fairfield County's Community Foundation, organized
under IRS Section 501c(3). No minimum donation. Dispersal of funds
subject to approval of Fairfield County's Community Foundation.
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SOURCE Crown Royal