At the 2023 Houston Livestock Show & Rodeo, Crown Royal and Brand New reimagined cowboy culture with The Crown Royal Saloon & Showroom, featuring personalized hat services, bespoke cocktails, and a tintype-inspired photo booth to celebrate the Houston community and attract a younger audience. Timed with Black Heritage Day and Go Tejano Day, the event also included a collaboration with Houston-based non-profit Magpies & Peacocks, where tips to local artisans resulted in matching donations from Crown Royal, blending the brand’s generosity with the fashion vertical.