The well-known Black Velvet brand
debuted Black Velvet Cinnamon Rush,
with hints of clove, allspice, vanilla and
orange peel.
customers' affinity for flavor. This fall, on
the heels of its Black Velvet Toasted
Caramel Flavored whisky, it debuted
Black Velvet Cinnamon Rush, with hints
of clove, allspice, vanilla and orange peel.
Diageo's beloved Crown Royal hit a
home run with the unveiling of Crown
Royal Maple Finished in 2012. "Crown
Royal's extraordinary growth last year was
much in part due to the launch of Crown
Royal Maple Finished. Through that specific product launch and with Cabin Fever,
we grew a new flavor—maple—within the
exciting flavored whisky segment," says
Yvonne Briese, VP whisky, Diageo North America. Now,
Crown Royal is looking ahead toward its brand new
Crown Royal XO, an ultra-premium Canadian whisky finished in Cognac casks from the French Limousin Forest.
The brand also has the power of the National Basketball
Association lending it marketing cachet. Now in the second year of its 'Reign On' campaign, the Canadian whisky
provides fans access to players through unique video content on digital and broadcast channels. Next up: a multipart video series, On-Point, will debut on TNT featuring
television personality Terrence J.
Kevin Richards, whisky and specialty brands director
for Sazerac Company, says that its Rich & Rare Reserve
brand, a peppery upgrade from the original sweet and
creamy R&R, continues to expand across the U.S.
"Recent innovation within the category and overall consumer growing interest in brown spirits has helped
Canadian whisky brands get a fresh look from consumers
who not only value Canadian whisky's fantastic mixability,
but the stunning complexity of newer, higher-end offerings like our Caribou Crossing Single Barrel," he notes.
Smaller Is Sometimes Better
T
he continued dominance of the big brands hasn't stopped suppliers from pushing its less recognized offerings to boot. Consider Beam
Global's Alberta Premium Dark Horse, the
sixth fastest growing brand in Canada in terms
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38 • Beverage Dynamics • www.beveragedynamics.com • January/February 2014
