Crown Royal Reserve Is Now 12 Years Old. It Signals A Shift For North American Whisky [Forbes]
Diageo plc (DEO)
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Source: Forbes
Crown Royal. (That's especially true when considering blended products.) In addition to the line's iconic entry-level blend, since the early 1990s, Crown Royal Reserve has served as the brand's slightly elevated offering, with slightly elevated price points. In exchange, consumers got a bottle in a similar felt/velvet bag, along with what the brand marketed as an altogether — though non-age stated — older whisky. In late 2024, Crown Royal Reserve got a facelift, with new packaging and, finally, an age statement: 12 years, displayed prominently on the font. The latest bottling will be a permanent adjustment to the Reserve offering. And it signals part of a broader trend in North American whisky, with major brands adding new and/or higher age statements to core and value products. It's been a busy year for Crown Royal, which is coming off a string of new releases. That includes its first-ever single malt and Crown Royal Blackberry, the latter becoming a near-immediate hit among drin
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