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CANADIAN INDUSTRY ONLINE - DECEMBER 2014
C
ANADI ANS ARE A
passionate
people, especially when it
comes to their favourite brands, and
some products in Canada can stand
the test of time, no matter the new
ones that are introduced.
Take for instance, Crown Royal
whisky. Distilled, packaged, and sold
for 75 years in Canada, Crown Royal is
Canada’s whisky brand. Few whiskies
have come close to the iconic sipper in
quality or popularity.
The Canadian market has
changed drastically since the brand
was created. Canadian consumers
have become brand-aware and know
what quality means to them. However,
as the Crown Royal team told CIO,
Canadian consumer favourites haven’t
changed all that much since Crown
Royal was introduced. The whisky has
always been a favourite in Canadian
households.
A ROYAL BRAND
Crown Royal is owned by Dia-
geo, the world’s leading premium
drinks business. The Diageo portfolio
includes Johnnie Walker, J&B, Windsor,
Buchanan’s and Bushmills whiskies,
Smirnoff, Cîroc and Ketel One vodkas,
Baileys, Captain Morgan, Tanqueray,
Guinness, Beaulieu Vineyard and Ster-
ling Vineyards Wines, and Crown Roy-
al. The company’s products are sold in
upwards of 180 countries, and are pub-
lic on the NYSE and LSE.
But while Crown Royal is part
of a global company, it is distinctively
Canadian.
The whisky became part of his-
tory when in 1939 the Royal Couple,
King George VI and Queen Elizabeth,
became the first reigning monarchs to
journey across North America, travel-
ing by train. A Canadian entrepreneur
crafted a whisky suitable for royalty—
according to Crown Royal he sampled
“
over 600 blends and reviewed hun-
dreds of different types of glass, labels
CROWN ROYAL
“
Canadians
know when
they get Crown
Royal and share
it with friends,
they are get-
ting a consis-
tently quality
product”
