Flavoured whisky entrance for Crown Royal Maple

Crown Royal Canadian whisky has made its first foray into the flavoured whisky sphere, with Crown Royal Maple Finished whisky.

Crown Royal Maple whisky has been launched nationwide in the US

The Diageo-owned brand has finished its Crown Royal DeLuxe blended whisky in maple toasted oak barrels to give the liquid a light, sweet maple taste with woody caramel tones on the finish.

The new expression has been released to capitalise on growing demand for flavoured whiskies in the US, where according to Nielsen it was the fastest growing spirits category in Q1 2012 (155% increase to 94,000 cases).

With 40% abv, Crown Royal Maple Finished whisky is designed to be drunk chilled as a shot, on the rocks, or mixed in cocktails.

Yvonne Briese, vice president of whiskey at Diageo North America, said: “Crown Royal is a brand that values innovation and always strives to exceed our consumers’ expectations. 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.”

Crown Royal’s new expression is available nationwide in the US for an RRP of $24.99 for a 750ml bottle. Its packaging, including the brand’s signature bag, is similar to Crown Royal’s distinctive style, but is given a brown and gold makeover to highlight the whisky’s maple notes. It is also available in 50ml, 200ml, 375ml, 1 litre and 1.75 litre.

Diageo will support the launch with television, print and online advertising, as well as strong PR, POS and digital extensions.