Crown Royal Introduces Blended Rye, Expands Barrel Select Program

By Richard Thomas

Canadian whisky brand Crown Royal, the top-seller in its category in the United States, has expanded its stake in the rye whiskey field with its new 90-proof Northern Harvest Rye. The new product follows the typical Canadian pattern of being a blend of rye and grain whiskies, but in keeping with its specific designation as a rye uses 90% rye whisky in the blend.

“With rye whiskies serving as integral components of the Crown Royal Deluxe blend for more than 75 years, it was a natural and authentic extension to provide our loyal fans a rye offering,” said Yvonne Briese, Vice President of Marketing, Diageo North American Whiskey. “There is also a tremendous growth opportunity within the rye category as consumers gravitate toward quality products they know and trust while experimenting with pre-Prohibition era cocktails.”

Northern Harvest Rye will be available in sizes ranging from airline minis to 1.75 l bottles, and will retail for $29.99 at 750 ml.

Crown Royal also announced the expansion of its Hand Barrel Select Program, a private barrel program for retailers that allows them to pick specific barrels and bottle them as exclusive limited editions.