• by Teresa Buyikian , April 18, 2025

Crown Royal is asserting its place in the country music world as the official sponsor of country artist Kane Brown’s The High Road Tour, which recently kicked off in Nashville.

At the first gig, Crown Royal hosted the star’s backstage VIP area, where attendees received exclusive concert merchandise, had signature cocktails such as the Crown Royal Ranch Water and the Blackberry Ginger Lemonade, and met Brown before he went on stage.

The Crown Royal Big Rig, a branded 18-wheeler, will accompany Brown throughout the tour at select cities.

As part of the onsite experience, concert-goers will be introduced to the Purple Bag Project, which turns the iconic purple and gold Crown Royal bags into care packages for active serving military around the world.

The brand has also launched the Crown Royal Summer Sessions contest, open to nominations by Aug. 15 of military veterans and those 25+ who have donated their time to military-related charities. Two winners and their guests will win a live performance with Brown. CreatiVets, a nonprofit that helps veterans heal through music and the arts, will receive $1 for every valid nomination received by Crown Royal. 2024 is the third year the brand has partnered with the organization, thus far raising over $370,000.

"Country music and whisky are the perfect pair and we're happy to provide a platform for fans to give back to the military community while enjoying music they love." said Hadley Schafer, vice president of Crown Royal, in the announcement. "