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Crown Royal, also known as Seagram's Crown Royal, is a blended Canadian whisky brand created by Seagram and owned by Diageo since 2000.[1] Production of Crown Royal is done at Gimli, Manitoba, while the blending and bottling of the whisky is done in a facility in Amherstburg, Ontario.

For the 2001 album by Run DMC, see Crown Royal (album).
Crown Royal
TypeCanadian whisky
ManufacturerDiageo
Country of originCanada
Introduced1939 (Canada)
1964 (US and other countries)
Proof (US)80
VariantsDeluxe, Limited Edition, Special Reserve, XO, XR, Black, Maple, Regal Apple, Honey, Northern Harvest Rye, Salted Caramel, Vanilla, Peach
Websitecrownroyal.com

The whisky was introduced in 1939 by Samuel Bronfman for the 1939 royal tour of Canada. The whisky was sold exclusively in Canada until the 1960s, when it was first introduced to international markets. It is the top-selling brand of Canadian whisky in the United States.[2]


Origins


Crown Royal was introduced in 1939 by Samuel Bronfman, president of Seagram, as a tribute to the 1939 royal tour of Canada by King George VI and his wife, Queen Elizabeth, the first of a reigning monarch to Canada.[3][4] It was available only in Canada until 1964,[5] being introduced to the United States in the 1960s.[3]


Production


Production plant in Gimli, Manitoba
Blending and bottling plant in Amherstburg, Ontario

Crown Royal is produced solely at the company's distillery at Gimli, on the shores of Lake Winnipeg, Manitoba, Canada. The production of Crown Royal uses 10,000 bushels of rye, corn and barley daily, which is sourced from Manitoba and surrounding provinces, and requires 750,000 imperial gallons (3,400,000 l; 900,000 US gal) of water naturally filtered through the limestone beneath the lake.[6]

The whisky is stored in 1.5 million barrels,[7] located in 50 warehouses over 5 acres (2 ha) of land. It is then blended and bottled in Amherstburg, Ontario.[8][9]

Crown Royal was also produced in Waterloo, Ontario, until the distillery there closed in 1992.[10]


Current Products


Crown Royal Peach was introduced in 2019.
Crown Royal Peach was introduced in 2019.

Discontinued variations


A bottle of Crown Royal XR (Red), is a discontinued variation of the whiskey
A bottle of Crown Royal XR (Red), is a discontinued variation of the whiskey

Ratings


Crown Royal offerings have generally performed well at international spirit ratings competitions. For example, the basic Canadian whisky was awarded a string of five gold medals at the San Francisco World Spirits Competitions between 2005 and 2012.[22] The Special Reserve received an editors choice gold award from Whisky Magazine and received ratings from 7¾ to 8¾ from three of the critics.[23][24]

Jim Murray's "Whisky Bible" named Crown Royal's Northern Harvest Rye as the World Whisky of the Year for 2016.[25]


Advertising


Crown Royal-sponsored hauler of Jamie McMurray's NASCAR stock car
Crown Royal-sponsored hauler of Jamie McMurray's NASCAR stock car

Crown Royal advertises in motor sports, horse shows, and horse racing. It sponsored the No. 17 Ford Fusion of Matt Kenseth from 2010 to 2011,[26] the No. 26 Ford Fusion of Jamie McMurray from 2006 to 2009, and has sponsored NASCAR Sprint Cup Series races since 2006. From 2004 until 2006, Crown Royal was the title sponsor of the International Race of Champions.

Crown Royal is a sponsor of the Grand American Road Racing Association's Rolex Sports Car Series. In 2010, it also began sponsoring the #60 Daytona Prototype car of Michael Shank Racing in the Rolex Sports Car Series.

The brand was a primary sponsor of the Washington International Horse Show for several years in the 1990s and from 1995 to 2008 sponsored the Crown Royal American Turf Stakes, a Thoroughbred horse race run at Churchill Downs on Kentucky Derby Day.


References


  1. The Bronfmans: The Rise and Fall of the House of Seagram; Nicholas Faith; Thomas Dunne Books - May 30, 2006 - ISBN 0-312-33219-X
  2. "January/February 2001 Canadian Whisky". BeverageNet.net. Archived from the original on October 13, 2007.
  3. "Our History". The Crown Royal Company. Retrieved December 14, 2019.
  4. "The House of Windsor: George VI (r.1936-1952)". The Royal Household. 2009. Retrieved 18 December 2015.
  5. Berkey, Chad; LeBlanc, Jeremy (2014). The North American Whiskey Guide from Behind the Bar: Real Bartenders' Reviews of More Than 250 Whiskeys--Includes 30 Standout Cocktail Recipes. Macmillan. p. 101. ISBN 9781624140761.
  6. "Our Process". The Crown Royal Company. Retrieved December 14, 2019.
  7. "Our Home". The Crown Royal Company. Retrieved December 14, 2019.
  8. "Towns look to leave mark on booze bottles". Business Edge News Magazine (Ontario Edition). businessedge.ca.
  9. Layoffs land at Diageo Archived 2008-01-31 at the Wayback Machine at Canada.com
  10. "Crown Royal Fine De Luxe From 1963". Davin de Kergommeaux. 2013. Archived from the original on 18 July 2019. Retrieved 18 December 2015.
  11. "Black Whisky: Crown Royal Black - Crown Royal". crownroyal.com.
  12. Crown Royal Reserve, CrownRoyal.com Special Reserve. Retrieved January 4, 2008.
  13. Crown Royal XR, CrownRoyal.com Crown Royal XR. Retrieved January 4, 2008.
  14. Crown Royal XR Extra Rare Archived October 5, 2008, at the Wayback Machine, WhiskyMag.com Whiskies. Retrieved January 4, 2008.
  15. Bettridge, Jack (May 18, 2012). "Crown Royal Releases a New XR Edition - Drinks - Cigar Aficionado". Cigar Aficionado - The Good Life - Drinks. Cigar Aficionado Online. Retrieved 23 July 2013.
  16. "Crown Royal XO - Crown Royal". crownroyal.com. Archived from the original on 2014-01-18.
  17. Kleinman, Geoff (June 23, 2014). "Review: Crown Royal Monarch 75th Anniversary Blend". DrinkSpirits.com. Retrieved December 14, 2019.
  18. "Crown Royal Red Label XR | Rare Whisky". Crown Royal. Retrieved 2019-03-27.
  19. About Cask No.16 Archived 2012-07-22 at archive.today, CrownRoyal.com Crown Royal Cask 16. Retrieved January 4, 2008.
  20. "Crown Royal Honey | Crown Honey". Crown Royal. Retrieved 2019-03-27.
  21. "Crown Royal Maple | Crown Maple". Crown Royal. Retrieved 2019-03-27.
  22. "Proof66.com Summary Page for Crown Royal". Retrieved 2012-10-21.
  23. Crown Royal Special Reserve Archived 2007-12-27 at the Wayback Machine, WhiskyMag.com Whiskies. Retrieved January 4, 2008.
  24. Crown Royal SR Special Reserve Archived 2007-10-16 at the Wayback Machine, WhiskyMag.com Whiskies. Retrieved January 4, 2008.
  25. "Jim Murray's Whisky Bible 2016 – The Winners". thewhiskyexchange.com. 19 November 2015. Retrieved November 21, 2015.
  26. "About Matt Kenseth". Matt Kenseth. 2015. Archived from the original on 22 December 2015. Retrieved 18 December 2015.




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