(Photo: Crown Royal)
On Wednesday, Canadian whisky superbrand Crown Royal added a new, unflavored offering to its portfolio. Dubbed Marquis, the blended whisky is finished in Caribbean rum casks and is purportedly designed for mixology and nightlife occasions.
The expression is said to balance flavors of honey, brown sugar, vanilla and hints of tropical fruit. Though the brand hasn't released an age statement (par for the course among blended whiskies), the bottle does come inside that iconic dark-purple Crown Royal bag that fans know and love. Marquis is slated to roll out next month in select states including Georgia, Maryland and Washington, D.C. at a suggested retail price of $39.99.
"Crown Royal Marquis is a very special innovation for the brand, one that truly brings to life our goal of creating exceptional whiskies for every occasion," Hadley Schafer, VP of Crown Royal, remarked in a news release. "It's layered flavors and strikingly unique bottle were crafted with everyday royalty in mind, consumers can enjoy a spirit that makes a delicious cocktail and represents that inviting energy we want to see again in nightlife culture."
So where does Marquis fit within Crown Royal's ever-expanding portfolio?
Somewhere in between the trends. Worldwide, the historic brand is best known for its laundry list of flavored whiskies, especially fruit-centric expressions like its Blackberry, Apple and Peach. Of the nine million cases that Crown Royal ships per year, we'd be willing to bet that those decadently sweet cult favorites make up the lion's share.
On the opposite end of the spectrum, the brand has grown fond of decades-old expressions at exorbitant price tags. The most recent of the bunch was the $600 Crown Royal 31-Year, the brand's oldest release to date. Over the past couple of years, the brand has also unveiled a 23-year-old twist on its Apple expression and an inaugural single malt.
Crown Royal Marquis has simpler intentions. The 40%-ABV whisky is being marketed around signature cocktails like the Marquis Daiquiri and Marquis Moment, recipes that the brand says are crafted for "sparking spontaneous connections" on the dance floor and after party.
For more information, check out the Crown Royal website here.
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