Crown Royal’s award-winning whiskies are expertly blended, patiently aged and enjoyed by millions

First created in 1939 by Sam Bronfman as a gift for the visiting King George VI and Queen Elizabeth.


Canadian whisky

Canadian whisky

King George VI and Queen Elizabeth were the first reigning monarchs to visit Canada and Bronfman, a Canadian spirits entrepreneur, meticulously trialled more than 600 blends before he was happy with the final product.

The strong organic growth of Crown Royal has been driven by innovation and creative marketing. For example, in 2021 we leveraged our longstanding expertise in research and development and packaging design to launch Crown Royal ready-to-drink cocktails.


Spirit of Progress

Spirit of Progress

Promoting positive drinking is a priority in our Spirit of Progress strategy, and we aim to reach one billion people with dedicated responsible drinking messages.

Crown Royal Water Break is our US initiative encouraging responsible game day consumption. Just as water breaks are a must for professional football players, we introduced the first off-field water breaks, reinforcing the importance of drinking in moderation and hydrating between alcoholic drinks.