In 2016, Crown Royal began encouraging us all to live generously through their consumer-facing campaign “Live Generously and Life Will Treat You Royally,” promoting the idea that “a generous life is a life well-lived and that the road to royalty is paved with integrity, charity and passion.” In its first year, the Live Generously campaign partnered with #GivingTuesday, GoodWorld and Packages From Home to help amplify their individual charitable programs and get more people involved in supporting them. The success of those partnerships continues this year with a new partnership and a timely mission.
Working with racing institution Andretti Autosport, Crown Royal will be installing the names of 31,680 members of the U.S. armed forces on a “Brick Wall of Gratitude” at the Indianapolis 500 IndyCar race in Speedway, Indiana. Each name will be engraved on a five-inch gold plaque, and together the 31,680 names will span the length of one complete lap at the Indianapolis Motor Speedway.
Consumers of drinking age are invited to nominate men and women from the armed forces, living or dead, for this honor at the Crown Your Hero website, from now until Memorial Day, May 24.
Alexander Rossi lent his support to the program in a recent statement. “Serving our nation is the most generous thing a person can do for this country,” said 2016 Indy 500 winner Alexander Rossi. Rossi has already submitted a nomination for the honor, along with fellow Verizon IndyCar Series driver Marco Andretti, Andretti Autosport CEO and Chairman Michael Andretti and Crown Royal Director of Whisky Engagement Stephen Wilson.
“At our heart, Crown Royal represents exceptional generosity. For the past seven years, we’ve brought that to life honoring servicemen and women during races in memorable and impactful ways,” said Nicola Heckles, Brand Director of Crown Royal. “Following the success of last year’s program, we’ll celebrate our nation’s heroes, past and present, on an even larger scale.”
Breakthru Beverage is honored to support Crown Royal’s efforts to improve our communities and honor the service of the men and women in our armed forces. We encourage our associates and customers to join in this program, as well. Submit a nomination now at crownyourhero.com and spread the word among your own customers.