Popular Canadian whisky brand Crown Royal is stepping into the world of NFTs, as part of a multi-member partnership with Vayner3, Crossmint, and Salesforce NFT Cloud.

The digital collectible launch comes in the form of a pay-it-forward initiative — where participants can send NFTs designed by Adam Verhasselt to friends and family they feel are “deserving of a crown.”

For each crown sent and claimed, one signature Crown Royal purple bag will be packed and sent as a care package to an active-duty American military member — as an extension of the label’s Purple Bag Project initiative which has been designed in partnership with Packages From Home.

#GivingTuesday is here! Join Crown Royal and share a digital collectible with someone you love this holiday season. For more details, visit https://t.co/b6mudqudYQ @crownroyal @adamvlux #Client pic.twitter.com/vgxn6dPDLM

— VaynerMedia (@VaynerMedia) November 30, 2022

Give a Crown

With a deep tradition of giving back, Crown Royal prides itself on being a label that supports some of the most generous people in its community, particularly those who serve others.

For this reason, the label has been a long-standing supporter of the hospitality, service, and military industries. For over a decade Crown Royal has supported these industries through partnerships with non-profits like Packages From Home, which has provided food, hygiene, and entertainment items to over one million servicemen and women via the Purple Bag Project.

“Crown is built on the belief that if you live generously, life will treat you royally, said Sophie Kelly SVP of Whiskey portfolio in North America at Diego, she added that “our mission is to activate in a way that inspires generosity all year round. This launch takes Crown Royal’s spirit of generosity to a new level. We’re excited to use web3 technology to not only help consumers recognize special people in their lives who deserve gratitude, but also to support active duty service members through the Purple Bag Project.”

Orchestrated by Web3 consultancy firm Vayner3, a branch of Gary Vee’s VaynerX, the pay-it-forward program will supply up to 75,000 signature purple bags to servicemen and women — based on the number of digital collectibles claimed between November 24 to December 31.

“We are honored to join forces with Crown Royal to support this incredible initiative during the Giving Season, shared Vayner3 President Avery Akkineni, adding “the initiative will help fuse the brand’s purple bag heritage with today’s consumer’s modern and digital preferences. This “give first” approach stands out amongst other branded NFTs as an innovative form of brand engagement, paving the way for loyalty program integration in the near term.”

To participate, users in the U.S. over the age of 21 can access the campaign’s website, share the free digital crown with a friend or family member, and then claim their own as well — that’s all there is to it.

In other news, Apple bans NFT transfers on mobile apps like Coinbase Wallet.