Crown Royal ventures into single malt

Diageo-owned Crown Royal, primarily known for its blends and flavours, is entering the single malt category.

With the slogan ‘Cut from the Cold’, Crown Royal’s first single malt whisky is distilled at Valleyfield Distillery. The expression embraces Canada’s cold climate and Crown Royal’s commitment to innovation. “As a leader in whisky, we’re shaking up the category with this innovation – defined by our signature smoothness and unique Canadian origin,” said Jesse Damashek, senior vice president of North American whiskeys at Diageo. “Our take on this single malt is truly distinct. Every piece of it tells a story – from its origin and distillation process to its stunning packaging design. Cut from the Canadian cold, this single malt offers our consumers a whisky that can be enjoyed on any occasion.” Crown Royal Single Malt is bottled at 45% ABV and priced at US$55. It has aromas of creamy vanilla on the nose and caramel, apple, and baking spice on the palate. Crown Royal will hold a pop-up on 7 June at 10 am EST at Manhattan’s Brookfield Place to celebrate the whisky. There, an ice sculpture will melt over 24 hours to reveal a bottle of Crown Royal Single Malt. Consumers who visit the pop-up will receive a ticket to attend the Crown Royal Cocktail Tour, which visits local spots including Liberty Bistro, Monk McGinn’s, and Broadstone. Those who attend this month’s Bar Convent Brooklyn will also be able to sample the new whisky alongside other brand innovations. In April, The Spirits Business spoke to Damashek about Crown Royal Blackberry and how the company generates new ideas and expressions.