We're a global leader in premium drinks, the exciting consumer products space. 200 brands. 180 countries. Diageo
First created in 1939 by Sam Bronfman as a gift for the visiting King George VI and Queen Elizabeth.
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.
Our latest
stories
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.