Crown Royal Welcomes First-Ever Rye Whisky To Growing Portfolio

New Rye and Barrel Offerings Pay Homage to Brand's Signature Smoothness

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May 11, 2015, 08:00 ET

GIMLI, Manitoba, May 11, 2015 /PRNewswire/ -- As a brand deep rooted in heritage and quality, Crown Royal is proud to introduce its first-ever blended rye whisky, Crown Royal Northern Harvest Rye. This offering combines the richness of Northern harvest rye grains with the unmistakable smoothness of Crown Royal to create a perfectly balanced whisky.

Crown Royal Northern Harvest Rye provides consumers with a very smooth and spicy flavor profile that can be mixed into traditional rye cocktails, such as the Manhattan or Old Fashioned. Available at 90 proof / 45% Alcohol by Volume, Crown Royal Northern Harvest Rye will be sold at a suggested retail price of $29.99 for a 750 mL bottle.

"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," said Yvonne Briese, Vice President of Marketing, 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."

The distinct Canadian climate provides the ideal conditions for growing rye grains. This is due to the fact the grains are planted in the fall, then blanketed with snow during the harsh winter months and only finish their growth cycle once they have sprouted throughout spring and summer. The extra time the grains take to fully mature results in flavorful hints of fruit, cloves and spice.

To further enhance its portfolio, Crown Royal will also expand its highly sought after Crown Royal Hand Selected Barrel whisky program to select markets across the country. First offered exclusively in Texas, Crown Royal Hand Selected Barrel features the heart of the Crown Royal blend, our Coffey Rye whisky. Whisky adorers can savor the signature Crown Royal smoothness through this single barrel liquid that is produced from the brand's unique Coffey Rye Still, the only known still of its kind in North America, located in Gimli, Manitoba.

This is the first national rollout of a barrel program by the Crown Royal brand, where select retailers are able to purchase an entire barrel for their whisky enthusiasts to enjoy. To commemorate the purchase, every bottle produced from the barrel will also feature a personalized medallion denoting the retail location. Crown Royal Hand Selected Barrel is 103 proof / 51.5% Alcohol by Volume and will be sold at a suggested retail price of $54.99 for a 750 mL bottle.

Both Crown Royal Northern Harvest Rye and Hand Selected Barrel include a box and a felt bag, two iconic packaging features consumers have grown to know and love. Consumers who choose to enjoy either of these new Crown Royal whiskies are reminded to do so responsibly.

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's and Windsor whiskies, Smirnoff, Ciroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

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Contacts:
Kelly Greenawalt
Taylor, 704-644-6915
[email protected]

Jamie Hakim
Diageo, 646-223-2314
[email protected]

Photo - http://photos.prnewswire.com/prnh/20150508/214866

SOURCE Diageo