Crown Royal and country music star Lainey Wilson celebrate the power of music to honor military heroes at the ’56th Annual CMA Awards’

“Crown Royal pays tribute to the military community ahead of Veterans Day by announcing a donation to CreatiVets as part of the Crown Royal Generosity Fund $1 million commitment to serving those who serve us”

NASHVILLE, Tenn., November 10, 2022 /PRNewswire/ — Crown Royal is back at the CMA Awards for the fifth year as the program’s exclusive whiskey partner, this time with the country music superstar Lainey Wilson and the non-profit organization CreatiVets, a charity designed to help veterans heal through music therapy and the arts. The award-winning whiskey brand celebrated Country Music’s Biggest Night™, broadcast live on ABC Wednesday, November 9, raising a glass to the most generous among us, active soldiers and veterans. Founder of CreatiVets, Richard Casparjoined CMA Awards New Artist and Female Vocalist winner Wilson, live, on stage to receive a surprise donation from $50,000, on behalf of Crown Royal. Just ahead of Veterans Day, the brand is proud to honor Casper’s selflessness and lifesaving work through the foundation and to continue his unwavering support of the military community.

The famous Canadian whiskey brand also celebrated and welcomed veterans from across the country to Nashville participate in Crown Royal Purple Bag Projectan initiative designed in partnership with House packages, which turns donated Crown Royal bags into care packages for service members overseas. Before the CMA Awards, country superstar Lainey Wilson surprised veterans and packed purple bags for active duty men and women. During the private reunion, Wilson and the veterans not only packed purple bags, but also bonded over their shared love of music. Wilson was able to truly connect with them, hear the veterans’ stories, and learn how music continues to play a fundamental role in their healing journey.

“The CMA Awards are so special and having the opportunity to meet these veterans-turned-musicians right before Veterans Day was truly amazing,” Wilson said. “I can tell you firsthand about the healing power of music and it has been a privilege to join Crown Royal and CreatiVets in honoring the military community that I so deeply admire and respect through something I love.”

During the broadcast, Wilson gave viewers the option to trigger an additional Crown Royal donation to CreatiVets by scanning a QR code that appeared on screen or visiting These donations will be added to the $50,000 Crown Royal will help to help CreatiVets continue to serve hundreds of veterans each year through music therapy and songwriting workshops.**

“I’m honored to have CreatiVets recognized for the vital work we do to empower and heal veterans with music,” said Richard Caspar, founder of CreatiVets. “As we saw last night, music brings people together and I look forward to continuing our mission thanks to the generosity of Crown Royal.”

Crown Royal has a long tradition of giving back and, as a long-time supporter of the military, is proud to support the most generous people in our communities who selflessly serve others. For more than a decade, Crown Royal has inspired exceptional generosity in our communities by giving back to the people and places that support them. Through partnerships with organizations such as Packages From Home, the brand has supported over one million service members through Project Purple Bag. This very season, Crown is launching the Bag Wrapping Program which provides food, hygiene and entertainment items to veterans around the world, with events across the country.

“Our brand is proud to honor the icons who make their communities thrive and we’re thrilled to recognize Richard Caspar for his incredible acts of service to the military through CreatiVets. Our longstanding partnership with CMA gives us a platform to amplify the military community that we support so strongly and give it the spotlight it deserves,” said Nicky Heckles, Vice President of Crown Royal. “Crown Royal is proud to partner with Lainey WilsonCreatiVets and the country music family to celebrate veterans who selflessly served this country. »

Crown Royal reminds everyone 21+ that living generously is not about what you have, it’s about what you give. And, above all, to always drink responsibly.

**No minimum for additional donation via consumer QR code scan/website visit. Donation made through the Crown Royal Generosity Fund, a donor-advised fund with Diageo North America, Inc. as donor and administered by Fairfield County’s Community Foundation, an IRS 501(c)(3) organization. The donation is part of a larger charity initiative through which $1,000,000 will be donated to selected national and local charities among 09/08/2022 & 06/30/2023. The distribution of funds from the Crown Royal Generosity Fund is subject to the approval of the Fairfield County Community Foundation.

About Crown Royal

Crown Royal Canadian Whiskey is the world’s best-selling brand of Canadian whiskey and has a tradition as long and distinctive as its taste. Specially blended to commemorate a major tour of Canada made by the king George VI and queen elizabeth of Britain in 1939, Crown Royal’s smooth, elegant flavor and gift-worthy presentation reflect its royal origins – it is considered the epitome of Canadian whisky. For more information, visit Crown Royal encourages all consumers to enjoy responsibly.

About Diageo North America

Diageo is a global leader in alcoholic beverages with an outstanding collection of brands including Johnnie WalkerCrown Royal, Bulleit and by Buchanan whiskeys, vodkas Smirnoff, Cîroc and Ketel One, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanquerays and Guinness.

Diageo is listed on the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and its products are sold in more than 180 countries worldwide.

For more information about Diageo, its people, its brands and its performance, visit Visit Diageo’s global responsible drinking resource,, for information, initiatives and ways to share best practices. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About CreatiVets

CreatiVets’ is a 501(c)(3) non-profit organization whose mission is to provide injured veterans dealing with post-traumatic stress and traumatic brain injury opportunities to use art, music and creative writing to heal their invisible war wounds. Their goal is to equip veterans with tools they can use for the rest of their lives and allow them to see their own ability to succeed in an arena outside of the battlefield. Learn more at

About CMA Awards

The first “CMA Awards Banquet and Show” was held in 1967. The following year, the CMA Awards were broadcast for the first time – making it the longest running annual music awards program on network television. The CMA Awards have been broadcast on ABC since 2006. ABC is the host network for the CMA Awards and two other CMA television properties, “CMA Fest” and “CMA Country Christmas”.

About Lainey Wilson

Six-time CMA Award nominee and winner of the 2022 ACM New Female Artist of the Year, Lainey Wilson earned industry acclaim, having been named to nearly every “Artist to Watch” list, being crowned “Top New Country Artist of 2021” by Billboard, and earning CMT’s “Breakout Artist of the Year” honor 2022, the Louisiana native is one of from Nashville the hottest and hottest new artists. Landing her first No. 1 with her PLATINUM-certified ACM Song of the Year “Things A Man Oughta Know,” nearly 10 years to the day after leaving her small farming community in a trailer to pursue her dreams, she conquered legions of fans with his Bell Bottom Country sound and aesthetic, which blends traditional country with a modern-retro twist. A prolific and sought-after songwriter (having co-writer credits on songs by artists such as Luc Combes, Calvary of Flatland and more), Lainey is a fresh and fierce voice in Nashville, delivering CMA-nominated album of the year with his first label, Sayin’ What I’m Thinkin’. With a rockstar stage presence, her artistry has taken her around the world, performing to sold-out crowds in the US, UK and Germany with notable names like Jon Pardi, Luc Combes, Morgan WallenROBUST, Jason Aldean, Ashley McBryde, and more. After topping the country radio charts for the second time with the two-week No. 1 hit, “Never Say Never” featuring Cole Swindellher current single “Heart Like a Truck” is Top 20 and climbing, with the HARDY collaboration “wait in the truck” just behind in the Top 30. Her latest album “Bell Bottom Country” is now out and she is on the about to make her acting debut in the hit series Yellowstone on November 13.

michelle gattenio
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