Diageo North America employees assembled 10,000 care packages from their homes for American military heroes serving overseas. This initiative contributed to the Crown Royal Purple Bag Project, which packs essentials, personal care items and handwritten notes in the brand’s iconic purple bags and sends them to our troops as a symbol of generosity. After over a decade of supporting the military, Crown Royal recently celebrated a momentous milestone and packed its one millionth purple bag.
The Diageo employee packing party event, now in its fifth year, was originally created to show appreciation for those serving in the military. This year, it was held virtually for the first time and featured a fireside chat with Debra Crew, president of Diageo North America and U.S. Army Veteran, and special guests from the company’s non-profit partners and community, including Packages From Home, iPads for Soldiers and the Kappa Epsilon Psi (KEΨ) Military Sorority. Hundreds of employees joined the celebration and volunteered by packing bags with essentials, decorating care packages with uplifting pictures and messages or writing letters.
“This year has been unlike any other and, as a veteran myself, it makes me very proud to continue this tradition of honor at Diageo and show our gratitude to all those who serve our country,” said Crew. “We had an overwhelming response from our employees, many of whom included their families in the virtual packing this year. I can tell you from experience that the generosity and enthusiasm of our team and charitable partners makes an enormous connection and positive impact with the military community.”