Alcohol Culture

Crown Royal Honors Black Cowboys and Cowgirls to Celebrate Juneteenth

Juneteenth became a national holiday, in large part, to the work of many Black Texans. So, it only makes sense that to toast to this celebration of freedom, we return to its roots.

To honor the 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 Fort Worth Stockyards in advance of the Bill Pickett Invitational Rodeo on Saturday, June 18.

The procession ends at the Cowtown Coliseum within the stockyards, which will house a photo exhibit of the Black cowboy and cowgirl. Images and artifacts sourced by Tramaine Townsend, a Texas native and mixed media visual artist, 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,” said Jim Austin, Founder of the National Multicultural Western Heritage Museum. “The grand procession and photo installation give people a full perspective of how Black cowboys shaped our country and continue to impact our nation.”

The museum strives to provide a full historical perspective of the people and activities that built the 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,” said 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.

Alcohol Drinks What's New

Crown Royal Introduces New Whisky Lemonade Canned Cocktail

There’s nothing sweeter than whiskey and lemonade in the summer. The folks at Crown Royal must know this, too, which is why they’ve created a Whisky Lemonade ready-to-drink cocktail.

With three canned cocktail flavors currently in rotation — Whisky & Cola, Washington Apple, and Peach Tea — Whisky Lemonade combines the refreshing taste of lemonade with fruity whisky notes. Imagine the vibe of sipping this new flavor at block parties, BBQ’s or just hanging out with friends.

“At Crown Royal, we’re continuously ideating new blends and flavor profiles to meet the evolving tastes of our drinkers,” said Nicky Heckles, Vice President at Crown Royal. “The new Whisky Lemonade flavor is the latest innovation that fuses a familiar summertime staple with the boldness of our whisky, providing a fresh take on ready-to-drink cocktails.”

Crown Royal Whisky Lemonade is only available for a limited time in select locations, so grab them if you see them.

Alcohol News Toasty

J.B. Smoove Gets Musical For Crown Royal Regal Apple

If you’ve been watching this season of “Curb Your Enthusiasm,” then you know, that Leon (played by J.B. Smoove) is back and better than ever. And if you haven’t, who hurt you? Anyway, Smoove is all about “lampin” and there’s no better way to do that then with a good drink, like Crown Royal.

The whisky brand has re-enlisted the actor/comedian to promote its flavored whisky collection, which includes Crown Royal Regal Apple Flavored Whisky and Crown Royal Vanilla Flavored Whisky. Crown Royal looks to celebrate the fun-loving and irresistibly delicious side of whisky with a campaign, “Crown Royal Regal Apple: The Musical.”

Smoove teamed up with director Greg Brunkalla, Anomaly New York, and Storefront Music to create the original track, “It’s Apple Time, Baby,” and a series of short films, which also include a dance number choreographed by Fatima Robinson.

“From the day I took the name ‘Smoove’ I knew it was my destiny to one day be crowned the first official ‘King of Flavor!'” said Smoove via a statement. “Now while Crown Royal Vanilla has been near and dear to me for a while I knew I had to find the savory ying to that sweet Vanilla yang! Then along came Crown Royal Regal Apple!!! Woo, like peanut butter and jelly, like Bonnie and Clyde, better yet like a leopard and a tiger!

“See on the one hand a leopard and a tiger are a lot alike, they’re majestic, regal and powerful… but on the other hand very different!” he adds. “One of them has spots and the other has stripes! And that gives you a choice! Smoove and sweet like Crown Royal Vanilla? Or savory and sexy like Crown Royal Regal Apple? Either way, just like a leopard and a tiger make sure you enjoy them responsibly cause trust me they do bite!”

As part of his royal duties, Smoove will carry the banner for Crown Royal’s flavored whiskies through events, media appearances and videos… as a king or Leon is expected to do.

Alcohol Drinks Feel Good News Toasty

Crown Royal Want Football Fans To “Hydrate Generously” For A Noble Cause

“Hydrate Generously,” the newest platform from Crown Royal, is encouraging football fans to drink responsibly on game day by reinforcing the importance of always drinking in moderation and hydrating between drinks.

The whiskey brand recently debuted its “Hydrate Generously” campaign with a nationally televised 30-second advertisement introducing the Water B.O.Y.S. (Beverage Offsetters at Your Service), Crown Royal’s real-life squad of hydration specialists who tackle the important job of reminding fans and spectators to moderate their game day consumption and drink water between drinks – at the tailgate, in the bar and in the stands.

“Pro football is America’s favorite sport, the most-viewed programming on TV and one of the top occasions for responsible consumption of alcoholic beverages,” said Sophie Kelly, Senior Vice President of North American Whiskeys at Diageo. “With so many fans paying attention, we saw an opportunity to do something that no brand has done before and take our longstanding social responsibility commitment to the masses, reminding fans to celebrate in moderation in a way that’s rooted in the energy, spirit and intensity of the game itself.”

Crown Royal will further elevate “Hydrate Generously” through a partnership with, a charitable organization within the Chris Long Foundation. To date, the organization has funded 24 life-sustaining water wells for East African communities. Crown Royal will help fund the organization’s 25th and 26th wells by donating $45,000 to kick off the season, and by rallying fans to help raise another $45,000 by donating one dollar for every use of #HydrateGenerously and for every bottle distributed by the Crown Royal Water B.O.Y.S. throughout the season. This upholds the brand’s long-standing commitment to charitable initiatives, with in-kind and monetary donations totaling more than $1 million since 2010.

“We are honored to partner with Crown Royal on the ‘Hydrate Generously’ campaign to bring clean water to communities in desperate need,” said Waterboys director Nicole Woodie. “This partnership exemplifies the uniting power of sports by drawing football fans together to get two more Waterboys wells funded and impact the lives of over 10,000 people. We hope when fans drink responsibly they will also be inspired to live generously by getting involved with the Waterboys’ mission.”

The “Hydrate Generously” initiative will also feature squads of real-life Water B.O.Y.S. distributing water at stadiums, tailgates, sports bars and in rideshare vehicles throughout the season.

The “Hydrate Generously” initiative is part of Crown Royal’s ongoing “Live Generously and Life Will Treat You Royally” platform – which views a generous life as a life well-lived and committed to inspiring generosity in all of its forms. All activations and communications reinforce the message that a magnanimous approach to life is ultimately the most rewarding.