For the fifth consecutive year, Crown Royal served as the CMA Awards’ sole whisky sponsor in collaboration with Lainey Wilson, a star of the country music industry, and the charitable group CreatiVets, which promotes music therapy and the arts to aid in the healing of veterans. The distinguished whisky company raised a glass to the most charitable people among us, active-duty service members and veterans, in honour of Country Music’s Biggest NightTM, broadcast live on ABC on Wednesday, November 9.
Richard Casper, the creator of CreatiVets, appeared on stage with Wilson, the winner of the CMA Awards for New Artist and Female Vocalist, to present Crown Royal with a surprise donation of $50,000. Just in time for Veterans Day, the company is honoured to continue its unwavering commitment to Casper’s heroic and lifesaving efforts by recognising him through the foundation.
Before the CMA Awards, Lainey Wilson, a country music icon, surprised the veterans and prepared purple care packages for the service members. Wilson and the veterans connected over their mutual love for music while packing purple backpacks in the private setting. Wilson was able to establish a genuine connection with the veterans, hear their personal stories, and discover the crucial role that music continues to play in their road to recovery.
“The CMA Awards are so special, and getting an opportunity to connect with these veterans, now turned musicians, right before Veterans’ Day was truly incredible,” said Wilson.
“I can tell you firsthand about the healing power of music, and it’s been a privilege to join Crown Royal and CreatiVets in honoring the military community that I admire and respect so deeply through something I love.”