Crown Royal, the Official Whisky Sponsor of Bill Pickett
Invitational Rodeo, Raises a Glass to the Iconic Cowboy
Community
FORT
WORTH, Texas, June 16,
2022 /PRNewswire/ -- This Juneteenth, Crown
Royal is toasting to the people that keep our communities thriving
as the Official Whisky Sponsor of Bill Pickett Invitational Rodeo.
For generations the Cowboy lifestyle and their rodeo icons have
impacted our country's culture and Crown Royal is proud to amplify
those voices and their important place in our history with this new
partnership.
To honor the incredible cowboys and cowgirls of Texas, Crown Royal will be hosting a grand
procession of all Black riders including - Crown Royal Rider
and Professional Steer Wrestler, Tory
Johnson, equestrian, horsewoman, and activist, Brianna
Noble, award-winning Steer Wrestler, Denard Hunt, and Compton Cowboys' solo cowgirl,
Keiara Wade - through the historic
Fort Worth Stockyards in advance of the Bill Pickett Invitational
Rodeo on June 18th, symbolic of the
herd, the right hand men and women, community leaders, and family,
that unify our communities
"We're proud to open our new partnership with Bill Pickett
Invitational Rodeo with a procession through the Stockyards,
honoring the thriving cowboy and cowgirl community and the
beautiful lifestyle that continues to pave the way for future
generations of cowboys and cowgirls," said Nicky Heckles, Vice
President of Crown Royal. "We're excited to continue to support the
Black rodeo community and Crown Royal Rider, Tory Johnson, as we celebrate Western culture
and toast to Juneteenth."
The procession lands at the doors of Cowtown Coliseum within the
stockyards, which will house a photographic journey of the Black
cowboy and cowgirl and celebrates the fashion and lifestyle of the
rich community through time. Images and artifacts sourced by
Texas native and mixed media
visual artist, Tramaine Townsend,
and the National Multicultural Western Heritage Museum were
included to amplify and honor the cowboys and their important place
in our country's history.
"I am excited to celebrate Juneteenth in partnership with Crown
Royal as we raise a glass to the cowboy community," Jim Austin, Founder of the National
Multicultural Western Heritage Museum, shares. "The grand
procession and photo installation give people a full perspective of
how Black cowboys shaped our country and continue to impact our
nation."
As champions of African American culture, the National
Multicultural Western Heritage Museum strives to provide a full
historical perspective of the people and activities that built the
unique culture of the American West. In support of their efforts,
Crown Royal, through the Crown Royal Generosity Fund,* will be
donating $25,000 to the National
Multicultural Western Heritage Museum in Fort Worth.
"As we celebrate the 35th Anniversary of the Bill Pickett
Invitational Rodeo, Crown Royal has been such an amazing partner in
joining our mission of uplifting the Black cowboys and cowgirls who
have impacted the culture in and out of Fort Worth," shares Margo Wade-LaDrew, Bill Pickett Invitational
Rodeo National Development & Marketing Director, "And we look
forward to the inaugural procession this Juneteenth weekend through
the streets of the stockyards."
In honor of the storytellers, historians, photographers, and
more that preserve and share the iconic cowboy culture, Crown Royal
will announce Ms. Opal Lee as one of
the first Royal Rider award
recipients for her commitment and efforts in making Juneteenth a
national holiday.
Join Crown Royal and the Bill Pickett Invitational Rodeo for a
Juneteenth toast with your 21+ cowboy crew.
*The Crown Royal Generosity Fund is a corporate advised fund
administered by Fairfield County's Community Foundation. The
donation to the National Multicultural Western Heritage Museum is
part of a $1,000,000 commitment by
Crown Royal to support local and national charities over the course
of approximately one (1) calendar year.
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.
MEDIA CONTACTS:
Kyra Zeller
DIAGEO
Kyra.zeller@diageo.com
TAYLOR
crownroyal@taylorstrategy.com
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SOURCE Crown Royal