Crown Royal
Crown Royal partnered with CNC to design an exclusive, high-impact brand experience in Nashville during the CMA Awards. Dedicated to debuting the rare Crown Royal Aged 31 Years to top-tier media and influential guests, the activation successfully positioned the heritage distiller as an aspirational anchor within Western culture.

To launch a new addition to Crown Royal’s Extra Rare Series, the heritage distiller partnered with luxury western wear brand Daniel x Diamond. The collaboration featured a limited-edition, custom black-and-gold rhinestone denim jacket inspired by Crown Royal Aged 31 Years, gifted exclusively to high-profile talent and tastemakers in attendance, including Marcus King and Tanner Addell.

Results At-A-Glance

Project Roles

Core Production Team
Vendor Management
Logistics & Operations
Asset Procurement
On-Site Lead
On-Site Support
Core Production Team, Asset Procurement, Vendor Management, Location/Venue Scouting, Onsite Support

Agency: Coffee n' Clothes (CNC)

Location: The Late Great at Virgin Hotels Nashville, TN

Date: November 2024

Photographer: Alejandro Ramos

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