Diageo in 2001 – Seagram’s acquisition sees Crown Royal and Captain Morgan join Diageo’s brands

On 17 December 2017, Diageo turns 20 years old. To celebrate this milestone Diageo is looking back over 20 years of its history and highlighting memorable moments since it was formed back in December 1997. In 2001 Diageo and Pernod Ricard acquired Seagram’s, the Canadian alcoholic beverages business. The acquisition brought Crown Royal Canadian whiskey and Captain Morgan rum into the Diageo brand family.


In 2001 Diageo and Pernod Ricard announced the acquisition of Canada's largest distiller of alcoholic beverages Seagram's. The $5 billion acquisition resulted in Crown Royal Canadian whiskey and Captain Morgan rum being added to Diageo’s brand portfolio.

Crown Royal was created in 1939 by Sam Bronfman, the owner of The House of Seagram, as a gift for the visiting King George VI and Queen Elizabeth, following 600 blending trials. Today, Crown Royal's award-winning whiskies are expertly blended, patiently aged and enjoyed by millions.

Launched in 1982, Captain Morgan Original Spiced Rum shipped a million cases during the following ten years, making it one of the most popular rum brands in the world. Captain Morgan has continued to grow in the years since with a range of new variants.