Product Launch - CANADA: Diageo's Crown Royal Maple Finished whiskey

By | 9 November 2012

Click through to view Diageos Crown Royal Maple Finished whiskey

Click through to view Diageo's Crown Royal Maple Finished whiskey

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Diageo's Crown Royal Maple Finished whiskey

Category - Whiskey, Canadian, flavoured, 40% abv

Available - From this month

Location - Canada, nation-wide

Price - SRP of CAN24.99 (US$24.97) for a 75cl bottle

Diageo has launched a maple-flavoured extension to its Crown Royal Canadian whiskey range.

Crown Royal Maple Finished is made with Crown Royal whiskey passed through maple toasted oak, the company said yesterday (8 November). The extension targets whiskey consumers looking for “interesting new options”, the company said.

Last month, Diageo said it is introducing some of its Johnnie Walker varietals into North America through Canada.

Show the press release

 

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

 

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.

 

Original source: http://www.prnewswire.com/news-releases/crown-royal-introduces-maple-finished-whisky-177883481.html

Expert analysis

The Future of the Spirits Market in Canada, to 2016

The Future of the Spirits Market in Canada, to 2016 is the result of Canadean’s extensive market research covering the Spirits market in Canada.

Sectors: Product launches, Spirits

Companies: Crown Royal, Diageo, Johnnie Walker

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