Crown Royal believes it’s not what you have, it’s what you give. So, when it came to honoring the bravest amongst us, American military heroes, we wanted to do more than simply raise a glass. We wanted to give them something meaningful, to thank them for all they’ve given us.

Driven by Crown Royal’s ethos of generosity, The Purple Bag Project was born, turning our iconic purple bags into care packages for soldiers and veterans, reminding them of our support and thanks. Together with Packages from Home, our national charity partner, The Purple Bag Project has become a token of our appreciation for those serving our country.

Since 2010, we’ve packed and distributed over 1 million purple bags (and counting) to soldiers and veterans, providing them with essential care and comfort from home. We’re continuing our commitment to supporting military heroes with the goal of packing 2 million bags by 2030.

And that’s not all, Crown Royal has brought The Purple Bag Project to some of the biggest stages in the country, like the Houston Rodeo, NFL stadiums, CMA Awards and more, where the message of generosity comes to life.

To learn more about The Purple Bag Project, visit us on Instagram @CrownRoyal.