Crown Royal Creates Its Most Expensive Whisky Ever

Crown Royal's Extra Rare Heritage Blend is Fit For A Queen

May 03, 2007, 01:00 ET from Diageo North America

    LOUISVILLE, Ky., May 3 /PRNewswire-FirstCall/ -- In an effort to create
 a memorable gift for Queen Elizabeth II's visit to the 2007 Kentucky Derby
 on Saturday, May 5, Diageo, the world's largest spirits company, blended
 the most expensive and rare Crown Royal Whisky ever created.
     (Photo: )
     After all Crown Royal Canadian Blended Whisky was originally made for
 the Queen's parents in 1939 to commemorate their Grand Tour of Canada. As a
 tribute, Joseph E. Seagram's & Sons Inc. ordered the preparation of a
 commemorative blend for King George VI and Queen Elizabeth. Placed aboard
 their private, cross-country train, Crown Royal was a special gift for the
 royal couple that was respected for their knowledge and appreciation of
 fine whiskies.
     A fire at the Seagram's Waterloo Distillery in Ontario destroyed the
 facility, where a limited number of whisky barrels could be salvaged. Crown
 Royal blender Andrew MacKay, selected the rarest remaining barrels with
 some of the highest rye content and personally supervised production of
 what is now known as Crown Royal XR Extra Rare Heritage Blend. A truly
 priceless creation, if the whisky were to have a price tag, a suggested
 retail price would likely begin at $10,000. The blend has been made
 exclusively for Her Majesty.
     Diageo commissioned Casey Hyland, a master glass designer at
 Louisville's Glassworks, to create a custom glass decanter, etched with 24
 K gold leaf, as unique as the whiskey that will fill it.
     "We see this blend's special creation as a way to celebrate Crown
 Royal's distinct origin to North America," said David Tapscott, Brand
 Director for Crown Royal. "We have accomplished something unique and
 special with creating the most expensive Crown Royal whisky we have ever
 made, then using local craftsmen to express the very special message we
 wish to bestow upon Her Majesty to commemorate Her visit to Churchill
     Diageo and Crown Royal have a long history in supporting equine events.
 On Friday, May 4, they will sponsor the Crown Royal American Turf Stakes
 just before the famed Kentucky Oaks at Louisville's legendary racetrack,
 Churchill Downs. The race is one and one-sixteenth miles, with a purse of
 $150,000. Both Thursday and Friday at Churchill, Crown Royal sponsors the
 "Festival in the Field" providing music by local and national acts. Kansas
 headlines Thursday's event.
     The company has also created the Crown Royal Turf specifically for the
 Kentucky Derby, which uses 3 ounces of orange juice, 1 and 1/2 ounces of
 Crown Royal, garnished with a sprig of fresh parsley.
     About Crown Royal:
     Crown Royal, the number one selling whisky in the U.S. by value, 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's smooth, elegant style
 reflects its aristocratic origins and is considered the epitome of Canadian
 whisky. In addition to its motorsports sponsorships, the brand also
 sponsors The Crown Royal Bad Boys of Comedy Tour, the Crown Royal American
 Turf stakes race at Churchill Downs and a number of other major regional
 and national events. For more information on Crown Royal, visit
     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,
 wines, and beer categories. These brands include Johnnie Walker, Guinness,
 Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal,
 Beaulieu Vineyard and Sterling Vineyard wines.
     Diageo is a global company, trading in more than 200 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
     Celebrating life, every day, everywhere, responsibly.

SOURCE Diageo North America