The award-winning whisky brand returns to
RODEOHOUSTON as an official sponsor to showcase and giveback to
those who keep rodeo culture thriving
HOUSTON, March 5,
2024 /PRNewswire/ -- Award-winning whisky brand Crown
Royal returns to the 2024 Houston Livestock Show and Rodeo™ as a
title sponsor to celebrate the rich culture in Houston surrounding the rodeo. This year,
Crown Royal has teamed up with Houston Legend Bun B to kick
off the rodeo festivities. The brand also debuted the Crown Royal
Saloon & Showroom, which spotlighted rodeo fashion and
encouraged rodeo-goers to "tip their hat" to the local artisans who
continue to keep rodeo culture from fashion, music, design and
more, thriving. Rodeo goers are invited to visit the Crown Royal
Saloon & Showroom during Go Tejano
Day weekend (March 8 – 10) and
pay homage to the pioneers of rodeo fashion and culture.
On February 29, Crown Royal kicked
off the rodeo festivities with Houston native, Bun B, and hosted "Hats Off to
Houston," an intimate dinner
attended by the city's tastemakers and fashion trendsetters. The
celebration raised a glass to the Houston legend and the local artistry that is
at the heart of Houston's rich
culture.
"Nobody does rodeo better than Houston," said Bun B. "I'm excited to partner
with Crown Royal and open RODEOHOUSTON with some of my closest
friends who inspire some of my creativity. From the music, arts,
food and fashion, I am excited to tip my own hat to those who keep
Houston and rodeo culture and
lifestyle alive."
Over Black Heritage Day weekend (March
1 – 3), the brand officially opened the Crown Royal Saloon
& Showroom at the Houston Rodeo showcasing local artisans,
honoring the originators of Black and Tejano fashion and western
culture. The brand enlisted social media viral sensation
Maurice Kamara of The People Gallery
as the brand's fashion correspondent, capturing the evolving
fashion at RODEOHOUSTON, including interviewing rodeo goers and
performers like Bun B on their outfit inspirations.
Rooted in its ethos of generosity, Crown Royal will donate up to
$20,000 to Magpies and Peacocks,
tipping its hat to the nation's only 501 (c)3 non-profit design
house dedicated to the collection and sustainable reuse of post
consumer clothing, throughout Black Heritage Day weekend and Go
Tejano Day weekend. Their sustainability efforts will show up
through various moments at the Saloon & Showroom, with one of a
kind reimagined Crown Royal purple bag hat bands as well as a
visual merchandise display showcasing the rising popularity of
western wear. Throughout the two weekends at The Crown Royal Saloon
& Showroom, guests 21+ can share a symbolic hats off gesture or
visit @CrownRoyal on Instagram to trigger a $1 donation to Magpies
and Peacocks**.
Crown Royal is proud to sponsor The Houston Livestock Show and
Rodeo and to align with an organization that promotes agriculture
by hosting an experience that educates, entertains and supports
Texas and Western heritage. As a
brand, Crown Royal continues to mine for innovative ways to
reinvest in this important community.
"Crown Royal has had the pleasure of working with many legends –
from sports to music and more. The Houston Rodeo is no different
and we're honored to be able to sponsor this iconic event each
March," said Hadley Schafer, VP,
Crown Royal. "What better way to kick off Rodeo other than with
Houston legend, Bun B? Local
partnerships are at the heart of the brand. We're excited to lend
our platform to local artists and tip our hats to the next
generation."
No matter how you decide to celebrate the rodeo season this
year, please drink responsibly.
**$1 donation to Magpies and
Peacocks Inc., 908 Live Oak, Houston,
TX 77003, https://magpiesandpeacocks.org/, (832)
299-5609, per qualifying consumer action as determined by Diageo
Americas, Inc. 1 donation per tip of hat per person at CROWN ROYAL
area at Houston Livestock Show & Rodeo bet. 3/1 & 3/3 and
3/8 & 3/10; 1 donation per comment on social media in response
to CROWN ROYAL post bet. 3/7 & 3/10. Maximum donation:
$20,000. (No minimum donation).
Donation made by Crown Royal Generosity Fund, a corporate donor
advised fund with Diageo North America, Inc. as donor and Fairfield
County's Community Foundation as advisor.
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 and elegant flavor was an
exceptionally generous gift fit for royalty. Its gift-worthy
presentation reflects 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 www.diageo.com. Visit Diageo's global
responsible drinking resource, www.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 Houston Livestock Show and Rodeo
The Houston
Livestock Show and Rodeo promotes agriculture by hosting an annual,
family-friendly experience that educates and entertains the public,
supports Texas youth, showcases
Western heritage, and provides year-round educational support
within the community. Since its beginning in 1932, the Rodeo has
committed more than $600 million to
the youth of Texas and education.
The 2024 Rodeo is scheduled for Feb.
27 – March 17. The 2024
World's Championship Bar-B-Que Contest, presented by Cotton
Holdings, is scheduled for Feb. 22 –
24. For more information, visit rodeohouston.com and follow
@RODEOHOUSTON online via Facebook, X (Twitter), Instagram and
YouTube for all the latest news.
Media Contact
Jazmine
Settles, Diageo
Jazmine.Settles@Diageo.com
Taylor
CrownRoyal@TaylorStrategy.com
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SOURCE Crown Royal