CROWN ROYAL AND FEEDING AMERICA RALLY COMMUNITIES TO FIGHT HUNGER THIS GIVING SEASON
A national donation match and the return of Crown Royal's Purple Bag Food Drive offer opportunities to give back nationwide
NEW YORK, Nov. 5, 2026 /PRNewswire/ -- From gathering around the table to cheering on a favorite team and giving back to our communities, the season of giving is defined by the rituals we share. For Crown Royal, generosity has long been a ritual of its own—from packing purple bags for military members to supporting communities nationwide. This November, the brand is continuing that tradition with its second annual Purple Bag Food Drive, bringing volunteers together in New Orleans, Phoenix and Dallas alongside the Crown Royal Rig's November visits to football communities.
In addition to the Purple Bag Food Drive, Crown Royal will contribute $15,000 to Feeding America to support its network of 250+ food banks, 20+ statewide food bank associations, 10+ regional co-ops, and 60,000 food pantries and meal programs across the U.S. and Puerto Rico. People nationwide can join the brand in giving back by donating at https://teamfeed.feedingamerica.org/CrownRoyal, where Crown Royal will match eligible donations dollar-for-dollar up to $10,000*. Every dollar raised helps to provide at least 10 meals. If fully matched, the combined $25,000 in donations could help provide at least 250,000 meals to individuals and families facing hunger*.
"Generosity is part of who we are at Crown Royal. Over the years, we've supported military members, hospitality workers and small businesses through initiatives including the Purple Bag Project and Crown Royal Generosity Fund," said James Valdes, Crown Royal Director. "Football and the season of giving share rituals that bring people together, and generosity is an important part of that. Through our partnership with Feeding America and several of its member food banks, we're inviting communities to help neighbors facing hunger, whether they're volunteering alongside us or contributing from home."
At each Purple Bag Food Drive event, volunteers will pack food for local distribution. Crown Royal will also donate $5,000 to each participating food bank, for an additional $15,000:
- New Orleans | Friday, November 6: Second Harvest Food Bank of Greater New Orleans and Acadiana — RSVP here
- Phoenix | Friday, November 20: St. Mary's Food Bank Alliance, the world's first food bank — RSVP here
- Dallas | Tuesday, November 24: North Texas Food Bank — RSVP here
"The season of giving is a reminder of the connection that food can create, but neighbors facing hunger need support throughout the year," said Milt Liu, President and CEO at St. Mary's Food Bank. "This partnership will help support our work while inviting people to contribute their time and resources to their communities."
For more information about Crown Royal, visit CrownRoyal.com.
Participating non-profit organizations: Feeding America, 161 N. Clark Street, Suite 700, Chicago, IL 60601, https://www.feedingamerica.org; Second Harvest Food Bank Greater New Orleans And Acadiana, 700 Edwards Ave., New Orleans, LA 70123, https://www.no-hunger.org/; St. Mary's Food Bank Alliance, 2831 N. 31st Ave., Phoenix, AZ 85009, https://www.stmarysfoodbank.org; North Texas Food Bank, 3677 Mapleshade Lane, Plano, TX 75075, https://www.NTFB.org. Maximum donation: $40,000; minimum donation: $30,000. Website for matching donation available 11/5/2026 – 11/30/2026. Donation made via Crown Royal Generosity Fund, a donor advised fund managed by Fairfield County's Community Foundation, 40 Richards Ave., Norwalk, CT 06854, https://www.fccfoundation.org.
*Based on data provided by Feeding America, 11/2026.
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 across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
ABOUT FEEDING AMERICA
Rooted in the voices of neighbors facing hunger, Feeding America unites the country ensuring everyone has access to food and a thriving future. We support tens of millions of people as part of a nationwide network of 250+ food banks, 20+ statewide food bank associations, 10+ regional co-ops and 60,000+ agency partners, food pantries and meal programs. Powered by leaders and volunteers embedded in local communities, we are one of the nation's most effective food distribution systems driving immediate impact today—and a catalyst for long-term change through advocating for legislation that improves food security and work to address its factors. We partner with people experiencing food insecurity, policymakers, organizations and supporters united with the unwavering commitment to provide nourishing food and work to end hunger at its roots so everyone can live fuller, healthier lives. Visit FeedingAmerica.org to learn more.
MEDIA CONTACTS
Diageo North America
jazmine.settles@diageo.com
HUNTER
crownroyal@hunterpr.com
SOURCE Crown Royal
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