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Crown Royal Debuts High-End XO

January 17, 2014

Diageo’s Crown Royal has unveiled its latest extension, Crown Royal XO, an ultra-premium blended Canadian whisky that pays homage to the brand’s storied history. According to the company, master blender Andrew MacKay used more than 50 whiskies in the blend and finished it in Cognac casks from the French Limousin Forest. The amber-topaz blend is packaged in Crown Royal’s iconic bag with gray and gold embroidery accents. The new XO expression will be available nationwide starting early January for a suggested retail price of $49.99 a 750-ml.

Crown Royal has continued to perform well at a time when many of the U.S. market’s largest spirits brands have seen slowing growth. The Canadian whisky increased its U.S. case depletions by 2.4% to reach 4.3 million cases in 2013, according to Impact Databank, boosted by flavor extension Maple Finished ($25), released in late 2012. Crown Royal XO joins Crown Royal Black ($30), a 2010 launch, at the high end of the portfolio.

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