Crown Royal Introduces Maple Finished Whisky

Iconic Canadian Flavor Inspires New Variant, Combining the Legendary Taste of Crown Royal with a Touch of Natural Maple Flavor

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Diageo

Nov 08, 2012, 11:26 ET

GIMLI, Manitoba, Nov. 8, 2012 /PRNewswire/ -- Crown Royal added another branch to the family tree with the announcement of the brand's first foray into the rapidly growing flavored whisky category – Crown Royal Maple Finished. Inspired by the heritage and authenticity of the maple tree, Crown Royal Maple Finished begins with the legendary taste of Crown Royal whisky. The liquid then incorporates a touch of natural maple flavor achieved through a proprietary maple toasted oak finishing process for added smoothness.

(Photo: http://photos.prnewswire.com/prnh/20121108/NY09058)

A unique offering to the expanding whisky category , Crown Royal Maple Finished is made with the perfect balance of whisky and natural maple flavors to create a high quality product for Crown Royal's consumers. The maple extension is a great fit for those who love the classic taste of Crown Royal DeLuxe, but are seeking interesting new options. As consumers across the country discover this exciting flavored whisky, Crown Royal reminds all adults to please enjoy responsibly.

The new installment is finished by running the whisky through maple toasted oak, resulting in an exceptionally smooth tasting experience that carries a genuine light maple-sweet flavor, followed by a warm, woody caramelized note on the end. Rich colors of amber and topaz blend to create a full-bodied appearance. The 80 proof (40% ABV) whisky's aroma incorporates the elegant bouquet of light, fresh maple combined with Crown Royal's signature caramel and vanilla nose.

"Crown Royal is a brand that values innovation and always strives to exceed our consumers' expectations." said Yvonne Briese, Vice President of Whiskey, Diageo North America. "We are excited to release new Crown Royal Maple Finished. Authentic to the brand image and Canadian heritage, consumers can be confident that it will deliver Crown Royal's signature smoothness, steeped in the quality and class that has come to be expected from Crown Royal."

To fully experience the liquid's versatile flavor, Crown Royal Maple Finished can be enjoyed as a shot, on the rocks or as the key ingredient in a number of cocktails. Crown Royal Maple Finished will be sold at a suggested retail price of $24.99 for a 750 ml bottle and is currently available nationwide.

Crown Royal Maple Finished's regal packaging is a slight variation on the classic Crown Royal style, incorporating warm colors of copper and auburn into the label, which displays the traditional image of the maple leaf in the background. The iconic bag that accompanies the bottle flaunts a deep brown color with gold embroidery accents.

The launch of Crown Royal Maple Finished will be supported through a full marketing mix, including television, print and online advertising, as well as public relations, strong digital extensions and point of sale materials.

About Crown Royal

Crown Royal Canadian whisky is the number one selling Canadian whisky brand in the US by value and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal Canadian whisky's smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. For more information visit www.crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray, Guinness, Beaulieu Vineyard and Sterling Vineyards Wines.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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