CROWN ROYAL RETURNS TO RODEOHOUSTON® AS AN OFFICIAL SPONSOR, CELEBRATING THE RICH ESSENCE OF RODEO STYLE

Rhea-AI Summary

Crown Royal has returned as an official sponsor of RODEOHOUSTON® 2025, launching several initiatives during the opening weekend's Black Heritage Day. The brand brought back its Crown Royal Saloon & Showroom to NRG Park, featuring rodeo fashion and local DJ performances.

The whisky brand collaborated with Houston icon Bun B and PURPLE BRAND co-founder Luke Cosby to create a -edition fashion collection. The collection includes three pieces: a Jeff Hamilton Varsity Jacket, Bun B Signature Poncho, and a Graphic Tee, available at PURPLE BRAND's Houston Galleria location and online.

As part of their commitment to generosity, Crown Royal will donate up to $25,000 to Soldiers' Angels' LA Wildfire Relief Fund through net proceeds from the collection sales and their Purple Bag initiative, which supports veterans affected by LA fires.

Positive

• Partnership with influential local figures (Bun B and Luke Cosby) strengthens brand presence in Houston market
• Launch of premium merchandise collection creates new revenue stream
• Charitable initiative supporting veterans demonstrates corporate social responsibility

Negative

• time availability of the Saloon & Showroom (only 3 days) may restrict revenue potential
• Donation cap of $25,000 might be perceived as modest for a major brand initiative

Driven by the spirit of generosity, the award-winning whisky teamed up with Houston icons Bun B and PURPLE BRAND co-founder Luke Cosby to debut a limited-edition collection honoring rodeo style

HOUSTON, March 11, 2025 /PRNewswire/ -- On Black Heritage Day (March 7), Crown Royal returned to the Houston Livestock Show and Rodeo™, transforming the 2025 opening weekend into a defining moment in celebration of Houston culture. As an official RODEOHOUSTON® sponsor, the award-winning whisky brought the Crown Royal Saloon & Showroom back to NRG Park. This year, the reimagined footprint showcases the unique style of rodeo fashion, features live music from local DJs and encourages guests 21+ to engage in activities in the spirit of generosity. Rodeo-goers will be able to stop by the Crown Royal Saloon & Showroom from March 14-16 including Sunday's festive Go Tejano Day.

The brand also reignited its partnership with Houston legend and Rodeo headliner, Bun B. In honor of the highly anticipated Bun B Birthday Bonanza, Crown Royal collaborated with PURPLE-BRAND co-founder Luke Cosby to create the performer's on-stage look, consisting of a standout premium leather vest, combining both ostrich and suede leather with all-over rhinestone embellishments, as well as a striking leather trench incorporating arm tassels, screen print and rhinestone details. Following the performance, the trio launched an exclusive collection inspired by Bun B.

"The Houston Livestock Show and Rodeo has been an important part of my life forever and it's like no other place. It's where you see the best of Houston culture come together and showcase all the unique facets of our community," Bun B shared. "Performing at the Rodeo is an honor, and I love every aspect of creating that show. I look forward to my on-stage look every year and trust PURPLE will create something that I love. Being able to bring two brands I respect together to form this unique look and create a collection inspired by those looks, made this Rodeo even more special."

CROWN ROYAL X PURPLE BRAND RODEO CAPSULE COLLECTION, INSPIRED BY BUN B

Drawing from Bun B's signature onstage looks, this limited-edition rodeo collection blends Western heritage with modern streetwear. This collection is the natural progression of a two-year partnership with the Houston legend and award-winning whisky brand. And the addition of fellow Houston native, Luke Cosby and PURPLE BRAND – which has styled Bun B with custom outfits for all four of his Rodeo performances dating back to 2022 – is a testament to the dynamic and diverse fashions that truly represent the local Houston community. More than just a fashion collection, this collaboration embodies the spirit of generosity that is in the Crown Royal brand ethos. Net proceeds from the collection together with consumer participation in the Purple Bag initiative at the Crown Royal Saloon & Showroom, as discussed below (up to $25,000) will be donated to Soldiers' Angels' LA Wildfire Relief Fund supporting fire relief efforts for veterans in the LA area. *

Available for purchase now at PURPLE BRAND's Houston location in The Galleria mall and online beginning March 11 at 12:00pm EST at www.purple-brand.com, the collection is comprised of three statement pieces:

• Crown Royal x PURPLE BRAND Jeff Hamilton Varsity Jacket: A masterfully crafted collaboration with legendary designer Jeff Hamilton, this varsity jacket exudes prestige and heritage. The body is tailored from 100% premium wool, while the sleeves, collar, and waistband are meticulously constructed from supple, high-grade leather for a sophisticated contrast. Featuring our iconic Crown Royal logo prominently embroidered in gold on both the front and back, the jacket also features Intricate luxe chenille leather patches and a sumptuous satin lining, adding depth and dimension, elevating the jacket's timeless appeal. Inside, a bespoke edition plaque cements its status as a true collector's piece.
• Crown Royal x PURPLE BRAND Bun B Signature Poncho: A bold, statement-making poncho, blending luxury with cultural influence. Expertly woven from 100% premium wool, it features the classic Crown Royal script logo and Bun B's signature typography, intricate chain stitch embroidery, and refined fringe detailing. With a dramatic 54" width and 108" length, this oversized silhouette is designed to drape effortlessly. This item is a recreation of the poncho that was famously worn by Bun B on stage at the 2024 Houston Livestock Show and Rodeo.
• Crown Royal x PURPLE BRAND Graphic Tee: A refined take on classic rodeo style, this premium black jersey knit tee is elevated with a Crown Royal inspired gold foil detailing across the chest, back, and sleeve. Thoughtfully designed for both style and comfort, it features an inset crewneck collar and a tailored yet relaxed fit. Made from 100% cotton, this piece delivers effortless sophistication with a modern edge.

"Houston has always been a part of my story, and it's incredible to bring this collection to life in the city that shaped me," said Luke Cosby, PURPLE BRAND co-founder. "These pieces are inspired by Bun B and reflect both his iconic career and the spirit of the Rodeo with a blend of rugged Houston streetwear. Collaborating with him and Crown Royal has been a true partnership — one that brings the best of Houston style and culture to life. Being able to donate the proceeds to support Soldier's Angels makes this partnership even more meaningful."

To kick off RODEOHOUSTON®, Crown Royal hosted an exclusive dinner with Houston's top tastemakers and fashion insiders for a first look at the collection. The celebration rolled on as Bun B took the stage and rocked custom Crown Royal-inspired PURPLE BRAND looks at his Birthday Bonanza performance at RODEOHOUSTON®. To close out the weekend, PURPLE BRAND's Houston location celebrated the partnership and invited shoppers to hear about the collection's inspiration in a Q&A with Bun B and Luke Cosby hosted by, Arkansas's first Black Rodeo Queen Ja'Dayia.

CROWN ROYAL SALOON & SHOWROOM

On March 14-16, the Crown Royal Saloon & Showroom will return to RODEOHOUSTON®, offering rodeo-goers a chance to explore Western style, enjoy Crown Royal cocktails, and take part in acts of generosity. The showroom debuts the brand's first-ever Houston Livestock Show and Rodeo Collection, a tribute to Texas style and rodeo tradition, featuring tee shirts, bolo ties, belt buckles and hats.

Guests can also participate in Crown Royal's signature Purple Bag initiative — packing Crown Royal Bags with day-to-day essentials for active-duty service members. Each packed bag earns Crown Royal Bucks, which could be redeemed for merchandise and triggered a $1 donation to the Soldiers' Angels LA Wildfire Relief Fund. Together with net proceeds from the sale of Crown Royal x Purple Brand Rodeo capsule collection items, Crown Royal will donate up to $25,000 to Soldiers' Angels. *

This rodeo season, Crown Royal is proud to shine a spotlight on the work Soldiers' Angels is doing in the wake of the devastating LA fires. The Soldiers' Angels LA Wildfire Relief Fund supports displaced and in-need veterans, service members and their families who have been directly impacted by the LA fires.

No matter how you decide to celebrate the rodeo season this year, please drink responsibly.

* Net proceeds is sales – expenses. To result in donation, purchase of Crown Royal x Purple Brand Rodeo Collection Inspired by Bun B item must be made at PURPLE Brand store starting 3/8 or on-line at www.purple-brand.com starting 3/11 until supplies last. $1 donated for bag-packing ONLY IF consumer redeems Crown Royal Buck for merchandise in full accordance thereon. Donation via bag-packing available 3/7 – 3/9 and 3/14- 3/16. Purchase of Crown Royal x Purple Brand Collection items not tax deductible. No minimum donation. Donation made to Soldiers' Angels, 2895 NE Loop 410, Ste 107, San Antonio, TX 78218, https://soldiersangels.org/. (210) 629-0020. Donation made by Crown Royal Generosity Fund, a corporate donor advised fund with Diageo North America, Inc. as donor and Fairfield County's Community Foundation as advisor.

†Crown Royal Buck is only redeemable for merchandise item. Crown Royal Buck has no cash value and cannot be redeemed for cash or credit. Crown Royal Buck is not transferable. Additional restrictions apply.

About Crown Royal

Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by the King and Queen of Great Britain in 1939, Crown Royal's smooth and elegant flavor was an exceptionally generous gift fit for royalty. Its gift-worthy presentation reflects its regal origins – it is considered the epitome of Canadian whisky. For more information, visit crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo North America

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About PURPLE BRAND

PURPLE BRAND is a premier fashion label dedicated to redefining denim culture with high-quality, competitively-priced luxury denim. Known for blending contemporary design with enduring quality, PURPLE has become a trailblazer in street fashion, revolutionizing the global connection between fashion and consumers. Their Houston location marks PURPLE's second retail venture, following the successful launch of its flagship store in Soho, New York. Hours of operation at The Galleria mall, Monday through Saturday from 10 a.m. to 8 p.m. and Sunday from 12-7 p.m. For more information, visit www.purple-brand.com.

About The Houston Livestock Show and Rodeo

The Houston Livestock Show and Rodeo promotes agriculture by hosting an annual, family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage, and provides year-round educational support within the community. Since its beginning in 1932, the Rodeo has committed more than $630 million to the youth of Texas and education. The 2025 Rodeo is scheduled for March 4 – 23. The 2025 World's Championship Bar-B-Que Contest, presented by Cotton Holdings, is scheduled for Feb. 27 – March 1. For more information, visit rodeohouston.com and follow @RODEOHOUSTON online via Facebook, X (Twitter), Instagram and YouTube for all the latest news.

Media Contact
Jazmine Settles, Diageo
Jazmine.Settles@Diageo.com 

Taylor
CrownRoyal@TaylorStrategy.com 

 

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SOURCE Crown Royal

FAQ

What items are included in the Crown Royal x PURPLE BRAND Rodeo collection 2025?

The collection features three pieces: Jeff Hamilton Varsity Jacket with premium wool and leather, Bun B Signature Poncho with Crown Royal logo, and a Graphic Tee with gold foil detailing.

How much will Crown Royal donate to Soldiers' Angels through the RODEOHOUSTON 2025 initiative?

Crown Royal will donate up to $25,000 to Soldiers' Angels' LA Wildfire Relief Fund through collection sales and Purple Bag initiative.

When and where can customers purchase the Crown Royal x PURPLE BRAND collection?

The collection is available at PURPLE BRAND's Houston Galleria location and online at purple-brand.com starting March 11, 2025, at 12:00pm EST.

What dates will the Crown Royal Saloon & Showroom be open at RODEOHOUSTON 2025?

The Crown Royal Saloon & Showroom will be open from March 14-16, 2025, including Go Tejano Day.