Diageo Launches Crown Royal XO, a New Premium Blended Canadian Whisky

GIMLI, Manitoba, Jan. 16, 2014 /PRNewswire/ – Crown Royal is making an extraordinary craft addition to its product line with the introduction of Crown Royal XO, an ultra-premium blended Canadian whisky, handcrafted by Crown Royal Master Blender Andrew MacKay. The unique blend of more than 50 of Crown Royal’s finest whiskies is finished in cognac casks from the French Limousin Forest, resulting in a complex expression of the signature blend.

A top-shelf craft addition to the Crown Royal portfolio, Crown Royal XO is an amber/topaz whisky deliciously balanced with hints of vanilla, spice and rich dried fruit, closing with an impeccably smooth finish.

Due to the brand’s great craftsmanship and history – the whisky was originally created to commemorate a grand tour ofCanada made by King George VI and Queen Elizabeth of Great Britain in 1939 – Crown Royal has often been referred to as a noble spirit. MacKay pays homage to this distinguished tradition with his handcrafted approach to creating the Crown Royal XO blend. As consumers enjoy the unique take on the signature blend, Crown Royal reminds all adults to please drink responsibly.

“The ultra-premium nature Crown Royal XO and the smoothness of the liquid can be attributed to the handcrafted approach we took while creating the unique blend,” said MacKay. “We’re looking forward to sharing this special blend with adults across the country and encourage them to incorporate it into their celebrations of extraordinary moments and events.”

Crown Royal XO can be enjoyed neat or on the rocks to fully experience the liquid’s complex flavor, or as the key ingredient in a number of classic cocktail recipes. It will be sold at a suggested retail price of $49.99 for a 750 ml bottle and will be available nationwide in early January.

The packaging for Crown Royal XO displays premium colors of gray and gold paired with a variation on the iconic bag, gray with gold embroidery accents. The unique bottle displays an extraordinary smooth silhouette with gold accents.

The launch of Crown Royal XO will be supported through print and online advertising as well as public relations, strong digital extensions and point of sale materials.

About Crown Royal
Crown Royal Canadian whisky is the number one selling Canadian whisky brand in the US by value and 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 Canadian whisky’s smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. For more information visit www.crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

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, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray, Guinness, Beaulieu Vineyardand Sterling Vineyards Wines.

Diageo is a global company, with its products sold in more than 180 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 Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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