Monday, February 6, 2023

Crown Royal Vayner 3 & Partners Launch NFT Gifts

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Crown Royal, the number-one selling whisky brand, in partnership with Salesforce NFT Cloud, Crossmint and Vayner3, is launching its first digital collectible. 75,000 Crown Royal NFTs created by visual designer, Adam Verhasselt will be available between November 24 and December 31. For this Giving Tuesday, the collaboration is giving back by enabling fans to gift their NFT to someone special. Further, active overseas U.S. military personnel  will receive a Crown Royal purple bag for every NFT claimed.

crown royal nft
Crown Royal, in partnership with Salesforce NFT Cloud, Crossmint and Vayner3, is launching its first NFT collection.

Crown Royal NFT: “That Deserves a Crown” Program

Through this NFT launch, Crown Royal is adding a Web3 extension to its exemplary bag-packing program, The Purple Bag Project. In detail, the brand is now encouraging you to embrace the spirit of giving and participate digitally through “That Deserves a Crown.” Further, U.S. fans 21+ can forward this unique NFT to a special individual while also aiding a military member overseas. Each Crown Royal purple bag will contain food, hygiene products and entertainment items for American military active duty members. Moreover, to simplify the claiming process, fans will not require a digital wallet.

Furthermore, Crown Royal has a long history of giving back to the hospitality, service and military industries. Thanks to partnerships with organizations like Packages From Home, the Purple Bag Project has helped over one million service members. Now Crown Royal will be able to support active duty members in a different way through their new Web3 initiative.

“Crown is built on the belief that if you live generously, life will treat you royally! Our mission is to activate in a way that inspires generosity all year round,” said Sophie Kelly, Sr. Vice President of Whiskeys Portfolio in North America at Diageo. “This launch takes Crown Royal’s spirit of generosity to a new level. We’re excited to use web3 technology to not only help consumers recognize special people in their lives who deserve gratitude, but also to support active duty service members through the Purple Bag Project.”

crown royal purple bag project
Over 1 million bags have been packed due to the Purple Bag Project. Credit: BreakThru Beverage Group

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