Crown Royal delivered its signature spirit of generosity as the exclusive whisky partner of the CMA Awards for the seventh consecutive year, all building up to an emotional announcement on Country Music’s Biggest Night. Anchored in the heart of country music, the brand celebrated shared values and elevated experiences that unite fans and artists alike.
Paint Music City Purple
Kicking off the week, Crown Royal teamed up with Daniel Musto of DanielxDiamond to celebrate the launch of Crown Royal Aged 31 Years, a new offering in their whiskies portfolio. Iconic country music-inspired looks by Musto and personally styled attendees in designer custom-made DanielxDiamond Crown Royal jackets fusing high-end luxurious style with the Wild West. The collaboration toasted the craftsmanship and country music’s timeless nature.
Veterans Focus: The Collaboration with CreatiVets
Throughout the week, Crown Royal continued its commitment to the veteran by partnering with CreatiVets, the non-profit using music to help support veterans post-service. This partnership was highlighted when New Artist of the Year nominee Nate Smith and Purple Heart recipient turned country artist Scotty Hasting stepped out on stage to share his inspiring journey from military service to writing his debut single and performing at the Grand Ole Opry.
In a memorable moment during the CMA Awards, Smith announced that Crown Royal was donating $50,000 to CreatiVets. This brings the total raised since the partnership started in 2022 to $370,000, and that has helped drive close to a twofold increase in the number of veterans CreatiVets supports annually.
As we came back to Music City for the seventh year it was important to celebrate the country music community and give back meaningfully,” said Jesse Damashek, Senior Vice President, North American Whiskeys at Diageo. “Partnering with Nate Smith and Scotty Hasting to spotlight CreatiVets’ incredible work was the perfect culmination of an unforgettable week.”
Fans Join the Mission
CMA viewers were encouraged to join in on the giving. By scanning a QR code during the broadcast or visiting the CreatiVets donation site, viewers ensured additional donations would be made to the organization and reinforced the idea that giving back is as easy as raising a glass.
Raising a Toast Across Nashville
From the CMA stage, Crown Royal did not just stop. It also supported events like the 72nd Annual BMI Country Awards and CMA after-parties through specialty cocktails and heartfelt toasts among stars and industry leaders.
In celebration of the relationship between whisky, music, and generosity, the brand reminds everyone to live generously, drink responsibly, and cherish the impact of what we give.
