вЂњThese consumers and communities have always had a strong affinity for Crown Royal thanks to our aspirational cues, royal roots, quality liquid and investment in local communities,вЂќ explains Rogers of Diageo. As of June 2020, the brand has donated $100,000 to the NAACP Legal Defense Fund to help fight systemic racism and social injustice, and most recently, itвЂ™s launched an initiative called #CrownBlackArt that gives a welcome platform to Black artists in the United States. The brand has supported and amplified charity giveback programs, investment in local communities and communication platforms featuring Black talent such as Kevin Garnett, Spike Lee, Kat Graham and Ari Lennox, allowing them to drive their own narrative. Similar to Hennessy, which is celebrated with comparable fanfare, thereвЂ™s been a longstanding and invaluable history between Crown Royal and the Black community that only encourages brand loyalty. YouвЂ™re getting flavor, getting swag-which is the bag-and youвЂ™re getting good-price whisky.вЂќ The packaging is perfect and then you get swag. Related News Scotch mixer brand creates 'neep' tonic for perfect Burns Night servesДЇor Tiffanie Barriere, a historian and bar educator from Atlanta, the appeal of the Crown Royal bag in Black communities stems from its visual nod to our sense of royal African heritage. Wine journalist Chasity Cooper, for her part, remembers Crown Royal and its alignment with Black culture from the 2007 Jill Scott songВ вЂњ Crown Royal on IceвЂќ as well as from simply witnessing family members enjoying the whisky and being drawn to the regal bag. Crown and its silky dress has simply always been part of my life. I donвЂ™t recall an advertising blitz or any type of targeted marketing when I was growing up. No one knows exactly when this iconic purple bag became so ingrained in Black culture.

вЂњWe believe the sentiment and conversations around Black royalty, alongside the cues of royalty within our bags, have only helped to propel our iconic purple bags into a brand in and of itself.вЂќ вЂњBlack royalty is a nuanced theme,вЂќ says Johannah Rogers, multicultural communications strategy lead at Diageo North America. But then again, itвЂ™s not that surprising after all, because we do descend from royalty and celebrate our Black excellence. ItвЂ™s funny to think how this Canadian whisky, originally blended by SeagramвЂ™s as a gift for the king and queen of England in 1939, with its luxurious purple bag and gold stitching-literally fit for royalty-has become such a staple in the Black community. Related News Everleaf direct-to-consumer sales soar 4,000% And just last year, celebrity designer Jhoanna Alba created a limited-edition blazer inspired by that iconic velvet bag. At the annual Tales of the Cocktail convention in New Orleans, my friend once spotted a guy wearing a suit made of Crown Royal bags. Some folks have even turned the bags into fashion items and household goods, from slippers to door mats. And I am not alone.ДЄs long as I can remember, Crown Royal consumers have been repurposing these bags to store some of their most valuable possessions, everything from titles and deeds to homes, to vibrators, tarot cards, watches or any other items deemed personally important. My memory of Crown Royal is all about that purple and gold bag. Even though I write about drinking for a living, I canвЂ™t remember what the whisky tastes like-I know I had it once in my life, but my focus was always on the bag and not the booze. My daddyвЂ™s allegiance to Crown hasnвЂ™t slowed, and now that IвЂ™m an adult, I still take a bag or two every time I visit my folks when IвЂ™m home. Sometimes I would get crafty, cutting up the fabric to make dresses for my dolls.

I would use the soft, lightweight, drawstring pouch as a purse to hold my important treasures that I had as a little girl, like my diary or a set of marbles. I would wait patiently until he finished the bottle and then the bag was mine (if he or my mama didnвЂ™t claim it first).

As long as I can remember, my daddyвЂ™s go-to drink was Crown-a blended Canadian 80-proof whisky sold for $33 and some change-and my eyes would go straight to the little purple bag snugly holding the crown-shaped bottle. Charles, Missouri: the iconic circular tin of Royal Dansk, a Danish cookie brand always filled with my mamaвЂ™s sewing accessories, and the Crown Royal bag stuffed with everything else. When I was growing up there were two container constants in my household in St.

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