CROWN ROYAL'S AWARD-WINNING FLAVORED WHISKIES PORTFOLIO IS SERVING UP COUNTRY STYLE AND CHARM IN PARTNERSHIP WITH TANNER ADELL AND MIGUEL HARICHI

Rhea-AI Summary

Crown Royal (NYSE:DEO) has announced a new marketing campaign featuring country pop star Tanner Adell and TV personality Miguel Harichi to promote its flavored whiskies portfolio. The campaign centers around the Crown Royal Pancake Palace, a country-meets-Y2K themed pop-up experience featuring live performances and cocktail tastings.

The initiative includes a partnership with Juicy Couture for a co-branded merchandise line and supports the Women In Music organization through donations. Crown Royal is also the presenting partner of Tanner Adell's Giddy Up, Gorgeous Tour across seven cities, continuing their partnership from 2024's Buckle Bunny Tour.

The campaign showcases Crown Royal's flavored whisky lineup, including Crown Royal Regal Apple, Crown Royal Peach, and the new Crown Royal Blackberry.

News Market Reaction

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1 alert

-0.32% News Effect

-$181M Valuation Impact

$56.51B Market Cap

0.1x Rel. Volume

On the day this news was published, DEO declined 0.32%, reflecting a mild negative market reaction. This price movement removed approximately $181M from the company's valuation, bringing the market cap to $56.51B at that time.

Data tracked by StockTitan Argus on the day of publication.

This juicy rollout is dripping in Y2K vibes, cowboy charm and flavorful cocktails 

NEW YORK, July 15, 2025 /PRNewswire/ -- This summer, Crown Royal is turning up the flavor with the debut of its juicy new content, spotlighting its award-winning flavored whiskies portfolio – Crown Royal Regal Apple, Crown Royal Peach and its newest innovation, Crown Royal Blackberry, a breakout hit among flavor lovers +21. Country pop star Tanner Adell and TV fan favorite Miguel Harichi are taking fans inside the world of the Crown Royal Pancake Palace, complete with apron-clad cowboy chefs, syrup-drizzled stacks, and whisky cocktails bursting with apple, peach and blackberry flavor. Get a taste of the brand's country charm and nostalgic flair HERE.

"Good vibes and great cocktails are two of my favorite things, so partnering with Crown Royal for the Pancake Palace was a no-brainer," Harichi said. "I mean, who wouldn't want to swap villa life for a cowboy hat, even if just for one night?"

Blending the staples of country culture – cowboys, whisky and roadside diners – the Crown Royal Pancake Palace will come to life this summer as the ultimate late-night destination at a surprise pop-up experience. Brand fans and invited guests +21 will step into a country-meets-Y2K experience, where Tanner Adell will perform live and Miguel Harichi will be serving up syrup-soaked stacks paired with Crown Royal flavored cocktails.

"My partnership with Crown Royal has been such a fun ride! From my signature cocktail The Crown Royal Buckle Bunny to my custom Crown Royal x Juicy Couture tracksuit inspired by pop-country style, it's a very special moment for me," Adell said. "And, in true Crown Royal fashion, the brand continues its commitment to generosity, this time by supporting non-profit Women In Music!"*

This rollout serves as the soft launch of a new partnership between Crown Royal and LA-born lifestyle brand Juicy Couture. In the content series, Tanner can be spotted donning a custom tracksuit made with a corset and lined with rhinestones for a pop of country flair. Additionally, the two iconic brands are unveiling a co-branded rhinestone-studded unisex tank that will be available for purchase at the event and online while supplies last. As part of this effort, a donation will be made to Women In Music, reinforcing Crown Royal's continued commitment to supporting women in music and the arts.* And with more surprises on the horizon, this juicy collab is just getting started.

"This is a celebration of flavor that will be brought to life in a big and bold way at The Crown Royal Pancake Palace surprise pop-up," said Hadley Schafer, Vice President of Crown Royal. "With Tanner and Miguel joining the fun, we're setting the stage for a summer of music, flavor and, of course, giving back!"

Consumers 21+ can learn more about Crown Royal news by signing up for Crown Royal's newsletter HERE.

Crown Royal is the presenting partner of Tanner Adell's Giddy Up, Gorgeous Tour hitting seven cities across the country this summer, including Nashville, Atlanta and Houston. This marks the second year of partnership between Adell and the award-winning whisky brand following their initial collaboration on her Buckle Bunny Tour during her breakout year in 2024. Tickets for the Giddy Up, Gorgeous Tour are on sale now at bucklebunny.us.

Crown Royal reminds everyone 21+ that living generously is not about what you have, but about what you give. And, most importantly, to always drink responsibly.

*A donation made to Women In Music, Inc., 322 West 57th Street. Suite 47H. New York, NY. 10019, https://www.womeninmusic.org/, 212.459.4580 per qualifying consumer action as determined by Diageo Americas, Inc. $1 donation per purchase of Crown Royal x Juicy Couture unisex tank at the PANCAKE PALACE event in Chicago, IL, on 8/3 and online at URL bet. 8/5 & 10/31, while supplies last; $1 donation per qualifying comment with emoji on Instagram made in response to CROWN ROYAL PANCAKE PALACE post within 24 hours of posting on 8/3. Donation via qualifying consumer action is in addition to donation of $25,000. No maximum donation. Purchase of tank not tax deductible. Donation made by Crown Royal Generosity Fund, a corporate donor advised fund with Diageo North America, Inc. as donor and Fairfield County's Community Foundation, an IRS Sect. 501c3 non-profit entity, as advisor.

About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by the King and Queen of Great Britain in 1939, Crown Royal's smooth and elegant flavor was an exceptionally generous gift fit for royalty. Its gift-worthy presentation reflects its regal origins – it is considered the epitome of Canadian whisky. For more information, visit crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

ABOUT JUICY COUTURE
Juicy Couture is an LA lifestyle brand infused with casual glamor and an irreverent attitude, designed for girls all over the world. Embracing its Los Angeles heritage, Juicy Couture discovers the couture in the everyday and delivers an element of surprise in all of its designs. Identified as a casual luxury brand, Juicy Couture offers apparel for women, girls and babies, as well as handbags, shoes, intimates, swimwear, accessories and jewelry. The brand is available in 14 freestanding stores and select department stores in approximately 94 countries throughout North America, Europe, Asia, Latin America, Africa and the Middle East. Its fragrance offerings are ranked among the world's top prestige fragrances and are available in 25,000 points of sale.

For more information, visit juicycouture.com. Follow @juicycouture on Facebook, X and Instagram.

ABOUT WOMEN IN MUSIC®
Educate. Empower. Advance.
Founded in 1985, Women in Music is a 501(c)3 non-profit organization with a mission to advance the awareness, equality, diversity, heritage, opportunities, and cultural aspects of women in the musical arts through education, support, empowerment, and recognition. Today, Women in Music encompasses chapters across the globe - from LA to India. Our members are a diverse group of individuals at all stages in their careers — from students to seasoned industry veterans. We are record label executives, artist managers, songwriters, musicians, attorneys, recording engineers, agents, publicists, studio owners, music publishers, marketers, and more. Women in Music believes that the conversation around equality is an inclusive one, where all voices are welcome. Our educational programming, global initiatives, leadership summits, seminars, webinars, workshops, performance showcases, and achievement awards serve the needs of our diverse communities around the world. For more information, visit womeninmusic.org.

Media Contacts: 

Jazmine Settles, Diageo 
jazmine.settles@Diageo.com

Taylor PR 
crownroyal@taylorstrategy.com

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SOURCE Crown Royal

FAQ

What is Crown Royal's (DEO) new Pancake Palace marketing campaign about?

The Crown Royal Pancake Palace is a country-meets-Y2K themed pop-up experience featuring country star Tanner Adell and TV personality Miguel Harichi, promoting Crown Royal's flavored whiskies through live performances and cocktail tastings.

Which Crown Royal flavored whiskies are featured in the 2025 campaign?

The campaign features Crown Royal Regal Apple, Crown Royal Peach, and the new Crown Royal Blackberry.

What is the partnership between Crown Royal and Juicy Couture in 2025?

The partnership includes a co-branded rhinestone-studded unisex tank available for purchase at the Pancake Palace event and online, with donations going to Women In Music for each purchase.

Where will Tanner Adell's Crown Royal-sponsored Giddy Up, Gorgeous Tour perform in 2025?

The tour will hit seven cities across the country, including Nashville, Atlanta, and Houston.

How is Crown Royal supporting Women In Music through this campaign?

Crown Royal is making donations through tank purchases at the Pancake Palace event, online sales, and social media engagement, plus a base donation of $25,000 through the Crown Royal Generosity Fund.