Imagine being in the military, serving overseas, far away from friends and family, and receiving a generous care package from someone who simply wanted to brighten your day.

For nearly a decade, Crown Royal has been helping to facilitate care packages sent to service men and women overseas through their nonprofit partner Packages From Home. Recently Crown Royal formalized their generosity efforts and launched The Crown Royal Purple Bag Project, pledging to pack 1 million purple bag care packages for active-duty military (and those affected by natural disasters) by 2020.

We were proud to bring this incredible generosity platform to our ATX Popup and invite attendees to pack the iconic Crown Royal purple bags with snacks, essentials, personal care items and notes of encouragement. The Crown Royal Purple Bag Project is all about helping to facilitate the afterlife of the brand’s iconic purple bags (which come enclosed around bottles of Crown Royal Fine De Luxe Blended Canadian Whisky) in a more purposeful way.

Want to get involved? If you’re of legal drinking age and have a Crown Royal bag you’d like to donate, you can drop it at a Crown Royal mailbox in your local spirits retailer or you can follow the mailing instructions here!