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The Crown Life

“The Crown Life” is a multi-layered campaign created to mark and celebrate life’s crowning moments.


On the heels of the launch of new variant, Crown Royal Black whisky, Crown Royal has gathered influential designers, filmmakers, and legendary producer and artist Big Boi to release exclusive, limited-edition products and content.

All artists and designers will be tasked with using their craft to create something that celebrates what “The Crown Life” means to them — finding royalty in everyday experiences.

Big Boi on “The Crown Life”

Rapper, songwriter, and producer Big Boi has partnered with Crown Royal to develop unique content and put his own spin on the iconic Crown Royal bag. Cameras went behind the scenes to document Big Boi in compelling moments of his life and career that showcase his definition of “The Crown Life.” The short film will let audiences into Big Boi’s life as he performed at the 2011 Grammy Awards; inside his studio, Stankonia, as he prepares for his latest projects; and an evening out on the town in his hometown of Atlanta with stops at his favorite spots to unwind.


I remember the [Crown Royal] bag from when I was a kid. My grandfather used to keep change in the bag, and we’d take change out the bag and go to the candy lady and buy candy and sodas and chips. Then we’d get asswhippings after. That was my first recollection of the bag. So when they came and asked me to design it, I was like, ‘Word.’

~ Big Boi



Crown Royal is my drink of choice, and I’m proud to be the first to put my own spin on The Crown Life.
The design of the iconic pouch, the film we’ve created, and the products these incredible designers produced were all inspired by how we like to commemorate life.
It’s about celebrating the moments that make up our everyday lives, and doing so respectfully and responsibly.

~ Big Boi



We’ve tried it a couple different ways at the house, just mixing it up, but I think my favorite is with apple juice. We like to call that a Kinfolk. What I’ve learned is that the apple juice cuts the edge off. I like to use Martinelli’s apple juice. Real good sippin.

~ Big Boi


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