Crown Royal 18


Crown Royal 18


Strategy, Talent Management, Experience


Atlanta — December 2021

An extra-rare liquid deserves a one-of-a-kind, extra-rare collaboration to go with it. To celebrate the release of its newest / most luxurious aged whiskey, Crown Royal joined legendary Grillz artisans Scotty ATL and Eddie Plein and renowned hip-hop duo, Earthgang, to host an exclusive and upscale nighttime event in Atlanta with rarity at its core.

Brand New brought this event to life against the lush background of the gorgeous venue, The Garden Room. This invite-only event served to explore the brand story alongside the history of Grillz culture through an immersive exhibition, curated activations, unique musical programming, delicious cuisine, and craft cocktails to match. To top off the experience and keep the collaboration at the helm, guests witnessed the unveiling of a super premium custom set of Grillz created by Scotty ATL and Eddie Plein, made directly with Crown Royal 18, which was set for auction following the event in support of the Atlanta Artist Relief Fund.