Crown Royal Reaches New Pinnacle of Luxury Canadian Whisky, with Introduction of Crown Royal Aged 31 Years
Rhea-AI Summary
Crown Royal has unveiled its latest premium offering, Crown Royal Aged 31 Years, as part of its Higher Marques portfolio. This rare blended Canadian whisky is the brand's oldest and finest to date, following the success of Crown Royal Aged 30 Years. Crafted by Master Blender Mark Balkenende, this exceptional whisky offers a unique flavor profile with spiced notes, hints of red apple, toasted oak, and vanilla, culminating in a long, full finish with warm fruity spice.
With an ABV of 46%, Crown Royal Aged 31 Years is available for a time in select regions across the United States. The suggested retail price is $599 for a 750ml bottle. This release represents Crown Royal's commitment to innovation and expertise in whisky-making, designed for those who appreciate life's exquisite moments and seek a truly luxurious experience.
Positive
- Introduction of Crown Royal's oldest and finest whisky to date
- availability in select regions, potentially increasing demand
- Premium pricing at $599 per 750ml bottle, indicating high-end market positioning
Negative
- availability may restrict potential sales volume
- High price point of $599 could limit accessibility to a broader consumer base
Insights
Crown Royal's introduction of the Aged 31 Years whisky is a strategic move in the ultra-premium spirits market. While it's an impressive addition to their portfolio, its impact on Diageo's (DEO) overall financial performance is likely to be Priced at
The release in select U.S. states suggests a controlled distribution strategy, which may help create exclusivity but also limits immediate revenue potential. This launch aligns with the broader industry trend of premiumization, where consumers are willing to pay more for perceived quality and rarity.
For investors, this product launch represents Diageo's continued focus on high-margin, luxury offerings. However, given Crown Royal's position within Diageo's diverse portfolio, this single product is unlikely to significantly move the needle on the company's overall financial results. It's more indicative of Diageo's long-term strategy to maintain brand prestige and capture value in the ultra-premium segment.
The award-winning whisky brand is taking its Higher Marques portfolio to new heights with its oldest and finest whisky to-date
The third installment in the Extra Rare Series follows the celebrated Crown Royal Aged 30 Years, born of the same patient heart and soul that defines the brand's renowned Higher Marques. Each drop of the rare liquid was developed with the intention of driving innovation and representing decades of passion and expertise. Crafted for those who understand that life's exquisite moments are best shared, Crown Royal Aged 31 Years is the perfect choice for creating treasured memories during the most meaningful times with family and friends.
This extraordinary whisky offers the brand's signature smooth mouth-feel, with barrels hand selected by Mark Balkenende, Crown Royal Master Blender, to showcase our Canadian rye whisky's spice, vanilla and smoothness. This exceptional blend presents unique spiced notes at the forefront, complemented by hints of red apple, toasted oak, and a subtle touch of vanilla. The tasting experience culminates in a long, full finish enriched with warm fruity spice.
"Crown Royal Aged 31 Years is our rarest variant to date and serves as the perfect addition to any luxury spirits collection," said Hadley Schafer, VP of Crown Royal. "This whisky has been patiently aging for over three decades, and it's a true representation of the journey we have taken to create something extraordinary. We are excited to share this unique expression with our loyal brand adorers."
With an ABV of
Crown Royal Aged 31 Years is currently available for a limited time in select regions, including
For more information about Crown Royal Aged 31 Years and to explore the full Crown Royal Higher Marques portfolio, please visit crownroyal.com.
About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of
About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and performance, visit diageo.com. Visit Diageo's global responsible drinking resource, DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.
MEDIA CONTACTS:
Jazmine Settles
DIAGEO
jazmine.settles@diageo.com
TAYLOR
crownroyal@taylorstrategy.com
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SOURCE Crown Royal
FAQ
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