Exclusive news and research on the wine, spirits and beer business

Diageo Backs Crown Royal With Super Bowl Ad

January 10, 2023

Diageo-owned Crown Royal, the second-largest spirits brands in the U.S. in retail dollar terms and fourth-largest by volume, according to Impact Databank, is set to receive a Super Bowl ad effort. Ad Age reports that the brand is slated for a 30-second Super Bowl spot targeted for the third quarter of the big game, which will take place Sunday, February 12.

Including its popular flavored entries like Regal Apple, Peach, and Salted Caramel (but excluding RTDs), Crown Royal is estimated to have depleted 7.4 million cases in the U.S. last year, according to Impact Databank, roughly flat against the prior year. Still, the brand has increased by an aggregate 1.4 million cases over the past five years. Growth may have been higher last year except for supply issues, as the company noted that “supply constraints of aged liquid led to slower growth in certain variants” of the brand.

Most recently, Crown Royal expanded at the high end with Crown Royal Aged 29 Years Extra Rare Blended Canadian Whisky, which is bottled at 46% abv and retails at $399 a bottle. With the upcoming Super Bowl ad effort, Diageo will look to keep the brand top of mind with consumers as competition continues to increase in the North American whisk(e)y space.—Daniel Marsteller

Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.

Tagged : ,

GET YOUR FIRST LOOK AT 2021 DATA AND 2022 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2022 IMPACT DATABANK REPORTS. CLICK HERE.

Previous :  Next :