On a breezy week in March, I had the opportunity to touch down in Georgia for the Crown Royal x Realtree Kickback Experience to celebrate a new collaboration that truthfully may not have stood out from my inbox… until finding out that Love Island alumna and The Traitors winner Rob Rausch was the face of it!

Yes, the snake-wrangling, denim overall-wearing, reality TV heartthrob that the internet is obsessed with is the face of the camouflage and whiskey brands’ new capsule collection. “A perfect fit,” Rausch says to me. Even more kismet, Crown Royal and Realtree tapped Rausch before knowing the outcome of season four of The Traitors. His laidback nature and outdoor lifestyle were simply a match for the brands, which both value heritage, connection, and kicking back.

Like Rausch (and his recent endeavors with MAC Cosmetics, DoorDash, Quinn, Celsius, Sonic, and more), clothing and gear brand Realtree is no stranger to notable collaborations, adding its iconic camouflage prints to the likes of Nike, Supreme, and even Skims (modeled by Post Malone) throughout the years.

“When we looked at what Crown Royal has built around their brand – the tradition and the heritage — it was clear this wasn’t just a run-of-the-mill brand collab,” said Tyler Jordan, VP of strategic partnerships at Realtree in a press release.

Meanwhile, this is Crown Royal’s first time creating a co-branded Crown Royal Fine Deluxe whiskey bottle pouch design (which I’ve since learned are deemed collectibles).

“We always hear stories about what people do with their Crown Royal bags. For our first nationally distributed collaboration, it was important that we made something with the right partners that would be cool and collectible,” said Hadley Schafer, vice president at alcohol leader Diageo. “The result is a collection that reflects not only style, but also our shared appreciation for craftsmanship, time spent outdoors, and, of course, generosity.”

In addition to the Crown Royal bag, the capsule collection includes a Crown Royal x Realtree T-shirt, hoodie, baseball cap, and 45-quart cooler. Crown Royal will also be donating at least $20,000 to the Purple Hearts Foundation tied to this collection.