NEW YORK, June 9, 2021 /PRNewswire/ -- After more than
a year of virtual gatherings, Crown Royal is excited to bring a
LIVE Generosity Hour program to Washington Heights – where consumers 21+ can
come together at our private events to toast with their favorite
cocktail in the name of generosity. Built on the unwavering belief
that 'it's not about what you have, but about what you give,' Crown
Royal is celebrating hospitality and small business workers who
have always served the Washington
Heights community, kicking off at this summer's Tribeca
Festival.
![Crown Royal logo Crown Royal logo](https://mma.prnewswire.com/media/1529898/logo_Logo.jpg)
Together with long standing partner and "In the Heights" star
Anthony Ramos, Crown Royal is
launching the brand's LIVE Generosity Hour campaign, starting
June 9th at the Official
"In the Heights" after party after the film's world premiere at the
Tribeca Festival. Last fall, Crown Royal teamed up with Ramos and
Ari Lennox to recreate the famed Sly
and the Family Stone song, "If You Want Me to Stay." For every
stream of the track, Crown Royal donated funds to Main Street
Alliance, helping small businesses including venues across America.
Streams from the song and video raised $1.5
million in relief funds.
In celebration of the "In the Heights" film premiere and after
party, Crown Royal will be showing up at local Washington Heights bars and restaurants with
up to ten additional Generosity Hours, two of which will feature
live performances by Ari Lennox and
Masego. Attendees can eat, drink and enjoy live music all in the
name of generosity.
"In the Heights is a film that celebrates the resilience and
vibrance of the Washington Heights
community," said Nicky Heckles, Vice President of Crown Royal.
"Crown Royal is on a mission to inspire and enable communities to
give back to the people and places who serve them. We're thrilled
to be able to use our sponsorship of the In the Heights movie after
party for good, supporting Washington
Heights hospitality workers."
At the after party, there will be different ways to unlock a
donation to the Washington Heights Business Improvement District,
which provides donations to associations and nonprofits that give
back to hospitality workers in the Washington Heights area. For every person in
attendance at the after party, Crown Royal will donate $20. Once inside, guests will be giving back all
night long to those in the hospitality industry whether it's by
taking a picture in the photo booth or ordering from the food truck
at the event – with each additional act unlocking another
$1 donation.
Additionally, throughout the two weeks of the Tribeca Festival
(June 9 -20), for every qualifying
photo of a cocktail uploaded from a Crown Royal Generosity Hour
event using #GenerosityHourDonation and every qualifying comment
during the live stream of the musical performances from Crown Royal
Generosity Hour events using #GenerosityHourDonation, Crown Royal
will donate an additional $1 to the
organization. Collectively, Crown Royal will donate up to
$100,000 to the Washington Heights
Business Improvement District with the donation being used to
provide direct financial relief to hospitality and small business
workers adversely affected by COVID-19/Coronavirus.
"I'm so excited to continue my partnership with Crown Royal to
support such a special neighborhood, Washington Heights, one that I used to live
in," said Anthony Ramos. "Our
hope is to bring awareness to the rising gentrification of
communities like this, inspiring people to give back to the amazing
hospitality workers and employees of small business owners who have
always served Washington Heights.
We toast to you!"
Raise a toast with a Crown Royal cocktail in the name of
generosity during the Tribeca Festival, but please 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 www.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 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 www.diageo.com. Visit Diageo's
global responsible drinking resource, www.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 the Tribeca Festival
The Tribeca Festival,
presented by AT&T, brings artists and diverse audiences
together to celebrate storytelling in all its forms, including
film, TV, VR, gaming, music, and online work. With strong roots in
independent film, Tribeca is a platform for creative expression and
immersive entertainment. Tribeca champions emerging and established
voices; discovers award-winning filmmakers and creators; curates
innovative experiences; and introduces new technology and ideas
through premieres, exhibitions, talks, and live performances.
The Festival was founded by Robert De
Niro, Jane Rosenthal, and
Craig Hatkoff in 2001 to spur the
economic and cultural revitalization of lower Manhattan following the attacks on the World
Trade Center. Tribeca will celebrate its 20th year June 9 – 20, 2021.
www.tribecafilm.com/festival
In 2019, James Murdoch's Lupa
Systems, a private investment company with locations in
New York and Mumbai, bought a majority stake in Tribeca
Enterprises, bringing together Rosenthal, De Niro, and Murdoch to
grow the enterprise.
About In the Heights:
The creator of
"Hamilton" and the director of
"Crazy Rich Asians" invite you to a cinematic event, where the
streets are made of music and little dreams become big... "In the
Heights." Lights up on Washington
Heights...The scent of a cafecito caliente hangs in the
air just outside of the 181st Street subway stop, where a
kaleidoscope of dreams rallies this vibrant and tight-knit
community. At the intersection of it all is the likeable,
magnetic bodega owner Usnavi (Anthony
Ramos), who saves every penny from his daily grind as he
hopes, imagines and sings about a better life. "In the Heights"
fuses Lin-Manuel Miranda's kinetic
music and lyrics with director Jon M.
Chu's lively and authentic eye for storytelling to capture a
world very much of its place, but universal in its experience.
"In the Heights" stars Anthony
Ramos ("A Star is Born," Broadway's "Hamilton"), Corey
Hawkins ("Straight Outta Compton," "BlacKkKlansman"),
singer/songwriter Leslie Grace,
Melissa Barrera (TV's "Vida"),
Olga Merediz (Broadway's "In the
Heights"), Daphne Rubin-Vega
(Broadway's "Rent"), Gregory Diaz IV
(Broadway's "Matilda the Musical"), Stephanie Beatriz (TV's "Brooklyn Nine-Nine"),
Dascha Polanco (TV's "Orange is the
New Black") and Jimmy Smits (the
"Star Wars" films). Chu directed the film from a screenplay by
Quiara Alegría Hudes, based on the musical stage play, music and
lyrics by Lin-Manuel Miranda, book
by Quiara Alegría Hudes and concept by Miranda. Miranda,
Hudes, Scott Sanders, Anthony Bregman and Mara
Jacobs produced the film, with David Nicksay and
Kevin McCormick serving as executive
producers.
Behind the camera, Chu reunited with his "Crazy Rich Asians"
production designer, Nelson Coates,
and editor, Myron Kerstein. He
also collaborated with director of photography Alice Brooks (TV's "The Walking Dead") and
costume designer Mitchell Travers
("Hustlers," "Eighth Grade"). Original songs by
Miranda. Alex Lacamoire ("Fosse/Verdon," Broadway's
"Hamilton") and Bill Sherman ("Sesame Street," Broadway's
"Hamilton") served as executive
music producers. The choreography is by Christopher Scott, who previously teamed with
Chu on the award-winning "The Legion of Extraordinary Dancers." "In
the Heights" was filmed in New
York, primarily on location in the dynamic community of
Washington Heights. Warner Bros. Pictures presents a 5000
Broadway / Barrio Grrrl! / Likely Story / SGS Pictures Production,
A Jon M. Chu Film, "In the Heights."
Opening tomorrow, June 10, 2021 in U.S. theaters
and on HBO Max, the film will be distributed worldwide by Warner
Bros. Pictures. It will be available on HBO Max for 31 days
from theatrical release. "In the Heights" is rated PG-13 for some
language and suggestive references.
For more information, please
visit www.intheheights-movie.com, Facebook, Twitter,
and Instagram.
CONTACT:
Kyra Zeller
DIAGEO
Kyra.zeller@diageo.com
Halley Barnes
TAYLOR
hbarnes@taylorstrategy.com
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SOURCE Crown Royal