We're a global leader in premium drinks, one of the most dynamic consumer categories.
CROWN ROYAL AT DIAGEO
A whisky with a royal beginning
Crown Royal was first created in 1939 to mark the visit of King George VI and Queen Elizabeth to Canada. After hundreds of trial blends, the final whisky was presented in a cut-glass decanter and purple velvet bag – a signature still recognised today. Since then, Crown Royal has become one of the most recognisable Canadian whiskies worldwide. Produced from a variety of corn, rye and barley grains, distilled in different styles, aged in oak, and carefully blended to create the smooth, approachable character that defines the brand.
A pipeline driven by innovation
From the original Crown Royal Deluxe to expressions such as Reserve, Black and Northern Harvest Rye, the portfolio has grown to reflect both tradition and innovation. Since 2016, Crown Royal has led the way in flavoured Canadian whisky, beginning with Regal Apple and including peach, vanilla and salted caramel. The newest chocolate variant follows on from blackberry which is the most successful flavour yet - selling out in markets on launch and new consumers into the brand.
From western roots to modern moments: celebrating sport, community and culture
Crown Royal has long held a distinctive place in culture, with generosity at the centre symbolising craftsmanship and moments of connection across communities. From its roots in western culture to its iconic purple bag and presence in music, sports, and social rituals, the brand has become a recognisable marker of community building. Crown Royal’s cultural impact is further strengthened by partnerships with multiple NFL teams and over a decade of support for the Houston Rodeo.