Happy Fat Tuesday! Crown Royal Collects 25,000+ Pounds of Beads For Charity During Mardi Gras
Happy Fat Tuesday and Mardi Gras! For the past month, New Orleans has played host to more than a million revelers who descend upon the city to experience the spectacle of Mardi Gras. What many don’t see amidst the parties and parades is the extraordinary effort of the city’s residents to clean up after the celebrations, clearing from the streets up 100,000-200,000 pounds of trash each night.
This weekend, Crown Royal, Louisiana’s top-selling whisky brand, helped to lighten the load and assist in the cleanup effort by encouraging consumers 21+ to donate their beads otherwise destined for landfill. Those who parted ways with their beads were rewarded with a royal treat – a King Cake from legendary New Orleans bakery, Gambino’s.
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Throughout the four-day activation, the brand collected 25,000+ pounds of beads and distributed more than 5,000 King Cakes.
Beads were collected in partnership with Arc of Greater New Orleans, a nonprofit organization serving people with intellectual disabilities and delays. Arc operates a year-round Mardi Gras Recycling Center, where used beads are sorted, repackaged and resold for about a dollar per pound, raising money and creating job opportunities for those in need. Celebrities including former New Orleans Saints running back, Deuce McAllister, and Louisiana-bred country music artist, Dylan Scott, even stopped by to support the cause.