‘Crafted in the Canadian Cold’: Crown Royal Bucks Expectations With Inaugural Single Malt Whisky
Crown Royal Single Malt comes as an unexpected release from the Canadian brand. (Photo: Crown Royal)
On Tuesday, Crown Royal announced a surprising new release: Crown Royal Single Malt.
The 90-proof whisky was distilled at the brand’s Valleyfield Distillery in Canada from 100% malted barley grains. The whisky — which was “delicately crafted in the Canadian cold,” according to its label — has a suggested retail price of $54.99.
“We’re proud to continue our tradition and legacy of trailblazing with the newest addition to our portfolio, Crown Royal Single Malt Canadian Whisky. As a leader in whisky, we’re shaking up the category with this new innovation – defined by our signature smoothness and unique, Canadian origin,” Jesse Damashek, senior vice president North American Whiskeys at Diageo, said in a news release. “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 is best known for its affordable lower-shelf whiskies and flavored whiskies (including the recent Crown Royal Blackberry release). The brand has certainly strayed from that hallmark many times, but when that has happened, the typical exceptions have been super-premium, high-age-statement expressions, or the occasional mid-range 80-proof whisky (like Crown Royal XO or Crown Royal Reserve).
We haven’t often seen Crown release a middle-tier whisky with an ABV over 40%, with the most notable exception being Crown Royal Barley Edition, which seems to have been something of a precursor to this release. And, of course, Crown Royal has never before released a single malt, making this a highly significant release.
Crown Royal announced it will be at Bar Convent on June 11-12 in Brooklyn, New York, with samples of the new single malt at booth #8B-832.
Additionally, the brand will unveil a “one-of-a-kind ice sculpture installation” at 10 a.m. ET this Friday at Brookfield Place in Lower Manhattan.
The sculpture will melt over 24 hours to reveal a bottle of Crown Royal Single Malt Canadian Whisky. Consumers 21 and older who visit the pop-up installation on Friday will receive a ticket to attend the Crown Royal Cocktail Tour, hosted by Crown Royal at locations including Liberty Bistro (255 Liberty St.), Monk McGinn’s (57 Murray St.) and Broadstone (88 Broad St.), where Crown Royal cocktails will be consumed and exclusive brand merch will be given away.
Crown Royal Single Malt Tasting Notes, Via the Brand
Nose: Creamy vanilla and fruity banana
Taste: Caramel, apple and baking spices
Finish: Lingering hints of spice and warm cinnamon
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