Crown Royal releases first blended rye whisky

Diageo has extended Crown Royal’s portfolio with the launch of its very first Canadian blended rye whisky, called Northern Harvest Rye.

Diageo has launched the first rye whisky from Crown Royal – Northern Harvest Rye

The new release has been designed to target consumers keen on “experimenting with pre-Prohibition era cocktails”, and is recommended for mixing in rye cocktails such as the Manhattan or Old Fashioned.

“With rye whiskies serving as integral components of the Crown Royal Deluxe blend for more than 75 years, it was a natural and authentic extension to provide our loyal fans a rye offering,” commented Yvonne Briese, vice president of market, Diageo North American whiskey.

“There is also a tremendous growth opportunity within the rye category as consumers gravitate toward quality products they know and trust while experimenting with pre-Prohibition era cocktails.”

Bottled at 45% abv, Crown Royal Northern Harvest Rye carries an RRP of US$29.99 per 750ml bottle.

Furthermore, Crown Royal is also expanding its Crown Royal Hand Selected Barrel whisky programme in select US markets, having first launched in Texas with its coffey rye.

The national roll out allows select retailers to purchase a whole whisky barrel, with each bottle produced from the barrel featuring a personalised medallion signifying where the bottle was bought.

Crown Royal Hand Selected Barrel has an abv of51.5% and an RRP of US$54.99 per 750ml bottle.

Both Crown Royal Northern Harvest Rye and Hand Selected Barrel will come with a box and felt bag.

Crown Royal entered the UK market for the first time in March after signing a distribution agreement with Marblehead.