Crown Royal is one of the most recognized brands in whisky in the world. The final spirit blend consists of over 50 Canadian Whiskies that are carefully selected and blended for balance and taste that whisky lovers around the world love to sip, style and share.
When Queen Elizabeth visited Canada in 1939, Segrams (the owner at the time) created the Royal Crown brand as a tribute to her visit and until 1964 the brand was only available in Canada.
Crown Royal is made at a distillery in Gimli, Manitoba Canada. This area was settled by immigrants from Iceland, who had had enough of the earthquakes and volcanoes in their home land so the word Gimli means “Safe from hellfire”.
A versatile and beloved spirit it is made to be enjoyed neat, on the rocks or in your favorite cocktail. Whether it’s a simple Crown Royal and Ginger or a classic Manhattan, Canadian whisky is just darn right delicious!
In an attempt to learn more I sat down with Stephen Wilson who is the Director of Whisky Engagement for Crown Royal. He’s been working with the mother company Diageo for over 15 years, and started to focus on Crown Royal in 2015. He’s a true expert in whisky and to tell us more about the Canadian Whisky Awards as Crown Royal Winter Wheat was recently awarded the top honor at the award show.
AA – How has the global whisky industry changed over the years?
SW – As the whisky category continues to grow, consumers are developing more sophisticated and discerning palates. Premium offerings are paramount. At the 2022 Canadian Whisky Awards, our new Crown Royal Aged 18 Years received a gold medal and limited-edition Crown Royal Noble Collection Winter Wheat was awarded the top honor of Canadian Whisky of the Year!
AA – Have you seen the drinking demographic shift at all? What is the main drinking demographic?
SW – Today, adult consumers are often being introduced to the whisky category through flavoured whiskies. As palates evolve, the industry has evolved as well. From premium offerings and flavours to ready-to-drink cocktails, consumers are discovering and enjoying whiskies in a multitude of ways.
AA – Can you tell me more about the Canadian whisky of the year – Crown Royal Noble Winter Wheat – and its taste profile?
SW – The Crown Royal Noble Collection is a series of limited releases that celebrates the skilled craftsmanship of our distillers and blenders – and their dedication to the art of creating extraordinary whiskies. Winter Wheat is produced from a mash bill of 51% red winter wheat, 39% corn and 10% malted barley. Aged in new American oak, it’s light bodied and sweet with notes of praline, banana bread and toasted oak on the nose, followed by a warm and buttery finish.
AA – What does the future have in store for Crown Royal?
SW – Crown Royal anticipates that both the premium and flavoured whisky categories will continue to grow in the coming year as consumers are more interested than ever in trying new offerings. As consumers’ palates evolve, we are seeing the continued need for high-quality whiskies from trusted, well-known and respected brands. Crown Royal will continue to offer exceptional products with quality ingredients that are made by our incredible team of distillers and blenders.
AA – Are there changes in how CR is being used into cocktails, or is that staying the same?
SW – Crown Royal has always encouraged innovation and creativity when it comes to enjoying our whiskies in a variety of cocktails. We proudly support the talented individuals of the hospitality industry and champion their craftspersonship to develop new and exciting cocktails, along with identifying emerging trends.
AA – Was competition tight for Canadian Whisky Awards? Tell me more about this awards program.
SW – The Canadian Whisky category continues to grow, and this year’s awards welcomed over 150 submissions. The individual whiskies were evaluated blindly by a panel of nine whisky experts and the awards celebration took place on January 13th. A tip of the hat to Davin de Kergommeaux, who founded the awards in 2010, to “recognize the very best Canadian whiskies and encourage distillers to maintain the highest quality standards.”
AA – Anything else we should know about Crown Royal coming up?
SW – Our teams will continue pushing themselves to innovate, with both premium offerings and flavours, while honoring our rich history and our unmistakable Crown Royal smoothness. We are working on some exciting new product launches for our vibrant, multi-faceted consumers.
