To honor the incredible cowboys and cowgirls of Fort Worth, Texas, Crown Royal hosted a procession of all Black riders through the historic Fort Worth Stockyards in advance of the Bill Pickett Invitational Rodeo. In collaboration with their rodeo partners, Crown Royal honored Ms. Opal Lee, the grandmother of Juneteenth, as the “Royal Rider” recipient. Additionally, Crown Royal donated $25,000 to the National Multicultural Western Heritage Museum to further their mission of preserving iconic African American history as an essential part of Western and cowboy culture.
While celebrating the Black rodeo community in Fort Worth, Crown Royal served 400+ consumers, sampled 700+ RTD cocktails and sold 200+ Royal Rider Cocktails. To support the celebration of Juneteenth, the PR team secured coverage in local and national outlets, highlighting our procession, the Bill Pickett Rodeo, and Ms. Opal’s “Royal Rider” award. Additionally, the team created a long form and two short form cutdowns to highlight the Black cowboy community and celebrate their position in Western culture.