Crown Royal Introduces Maple Finished Whisky

                 Crown Royal Introduces Maple Finished Whisky

Iconic Canadian Flavor Inspires New Variant, Combining the Legendary Taste of
Crown Royal with a Touch of Natural Maple Flavor

PR Newswire

GIMLI, Manitoba, Nov. 8, 2012

GIMLI, Manitoba, Nov. 8, 2012 /PRNewswire/ --Crown Royal added another branch
to the family tree with the announcement of the brand's first foray into the
rapidly growing flavored whisky category – Crown Royal Maple Finished.
Inspired by the heritage and authenticity of the maple tree, Crown Royal Maple
Finished begins with the legendary taste of Crown Royal whisky. The liquid
then incorporates a touch of natural maple flavor achieved through a
proprietary maple toasted oak finishing process for added smoothness.


A unique offering to the expanding whisky category , Crown Royal Maple
Finished is made with the perfect balance of whisky and natural maple flavors
to create a high quality product for Crown Royal's consumers. The maple
extension is a great fit for those who love the classic taste of Crown Royal
DeLuxe, but are seeking interesting new options. As consumers across the
country discover this exciting flavored whisky, Crown Royal reminds all adults
to please enjoy responsibly.

The new installment is finished by running the whisky through maple toasted
oak, resulting in an exceptionally smooth tasting experience that carries a
genuine light maple-sweet flavor, followed by a warm, woody caramelized note
on the end. Rich colors of amber and topaz blend to create a full-bodied
appearance. The 80 proof (40% ABV) whisky's aroma incorporates the elegant
bouquet of light, fresh maple combined with Crown Royal's signature caramel
and vanilla nose.

"Crown Royal is a brand that values innovation and always strives to exceed
our consumers' expectations." said Yvonne Briese, Vice President of Whiskey,
Diageo North America. "We are excited to release new Crown Royal Maple
Finished. Authentic to the brand image and Canadian heritage, consumers can be
confident that it will deliver Crown Royal's signature smoothness, steeped in
the quality and class that has come to be expected from Crown Royal."

To fully experience the liquid's versatile flavor, Crown Royal Maple Finished
can be enjoyed as a shot, on the rocks or as the key ingredient in a number of
cocktails. Crown Royal Maple Finished will be sold at a suggested retail
price of $24.99 for a 750 ml bottle and is currently available nationwide.

Crown Royal Maple Finished's regal packaging is a slight variation on the
classic Crown Royal style, incorporating warm colors of copper and auburn into
the label, which displays the traditional image of the maple leaf in the
background. The iconic bag that accompanies the bottle flaunts a deep brown
color with gold embroidery accents.

The launch of Crown Royal Maple Finished will be supported through a full
marketing mix, including television, 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
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, JεB, Windsor,
Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas,
Baileys, Captain Morgan, Jose Cuervo, Tanqueray, Guinness, Beaulieu Vineyard
and 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 For our global
resource that promotes responsible drinking through the sharing of best
practice tools, information and initiatives, visit

Celebrating life, every day, everywhere.

Mike DaRe        Zack Nobinger
DIAGEO    Taylor
(646) 223-2016    (704) 644-6927


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