Crown Royal Unveils Crown Royal Marquis: A Bold New Whisky Crafted for the Next Era of Nightlife

Rhea-AI Summary

Crown Royal has launched Crown Royal Marquis, a new blended Canadian whisky finished in Caribbean rum casks. Set to release in May 2025 at a suggested retail price of $39.99, this premium spirit will be available in Georgia, Maryland, Washington D.C., and select military bases.

The new whisky features rich notes of honey, brown sugar, vanilla, with hints of date and fig, crafted specifically for nightlife occasions. The distinctive blend comes in a reimagined iconic bottle design featuring a deep purple hue and signature Crown Royal purple lettering.

To celebrate the launch, Crown Royal Marquis is hosting events in Washington DC and Atlanta. The brand introduces two signature cocktails: the Marquis Daiquiri and the Crown Royal Marquis Moment, both featuring pineapple juice as a key mixer. This innovation represents Crown Royal's commitment to creating exceptional whiskies for every occasion while aiming to reignite nightlife culture beyond status and exclusivity.

Positive

• New premium product launch expanding Crown Royal's portfolio at $39.99 price point
• Strategic market entry in high-value regions including Georgia, Maryland, DC, and military bases
• Product innovation leveraging Caribbean rum cask finishing differentiates from competitors
• Targeting growing nightlife segment indicates market expansion strategy

Negative

• Limited initial market availability may restrict immediate revenue impact
• Higher price point could face challenges in current economic environment
• Heavy reliance on nightlife sector poses potential market concentration risk

News Market Reaction – DEO

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Finished in Caribbean rum casks, the newest innovation by Crown Royal launches in select cities with 'Crown Royal Marquis Moments' – an invitation to reignite nightlife beyond status and exclusivity

NEW YORK, April 30, 2025 /PRNewswire/ -- Crown Royal announces the release of Crown Royal Marquis Blended Canadian Whisky, the latest innovation in its award-winning portfolio. Finished in Caribbean rum casks and aged to perfection, this distinctive blend is crafted for moments that start as a typical night out and turn unforgettable, reflecting the brand's commitment to crafting exceptional whisky for every occasion.

With rich, inviting notes of honey, brown sugar, and vanilla, and delightful hints of date and fig that give way to a smooth finish, Crown Royal Marquis delivers a complex and versatile flavor. This innovation is crafted for the moments we all crave- the ones that start at the bar and end up on the dance floor sparking spontaneous connections over, live music and good vibes. Whether it's cocktails over dinner that turn into dancing, brunch that becomes a day party or a casual night out that leads to the city's hottest after-parties, Crown Royal Marquis is about celebrating the return of nightlife liveliness.

"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," said Hadley Schafer, VP of Crown Royal. "It's layered flavors and strikingly unique bottle were crafted with everyday royalty in mind, consumers (+21) can enjoy a spirit that makes a delicious cocktail and represents that inviting energy we want to see again in nightlife culture."

To celebrate the debut, Crown Royal Marquis is popping up at Washington DC, and Atlanta's most high-energy events, inviting consumers 21+ to reignite nightlife over bright, elevated cocktails. The liquid is an exceptional expression made to complement the occasions that become Crown Royal Maquis moments. Crown Royal Marquis can be enjoyed neat, on the rocks, or paired with pineapple juice in one of their signature, easy to make cocktails – the Crown Royal Marquis Moment or the Marquis Daquiri.

The Marquis Daiquiri

Ingredients: 
1.5 oz Crown Royal Marquis Blended Canadian Whisky
1 oz Pineapple Juice
.5 oz Lime Juice
.5 oz Simple Syrup

Directions: Add all ingredients into a cocktail shaker and shake vigorously. Strain into a coupe glass and top with dehydrated lime wheel garnish

The Crown Royal Marquis Moment

Ingredients: 
1.5 oz Crown Royal Marquis Blended Canadian Whisky
3 oz Pineapple Juice
Top of Club Soda
Splash of Lime

Directions: Add all ingredients into a cocktail shaker, add ice. Shake and strain into an ice-filled rocks glass and garnish with dehydrated pineapple.

The Crown Royal Marquis bottle maintains the brands iconic shape, reimagined with luxurious detail. A deep, purple hue paired with signature Crown Royal purple lettering gives the bottle a sleek, elevated finish that mirrors the whisky's bold character. It's a refined take on a classic design, fit for gifting, celebrating or standing out on the shelf.

Crown Royal Marquis will be available beginning May 2025 in Georgia, Maryland, Washington D.C. and select military bases, where spirits-based beverages are sold, for a suggested retail price of $39.99.

For more information about Crown Royal Marquis and to explore the full Crown Royal portfolio, please visit crownroyal.com.

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, DELEÓN 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 Instagram for news and information about Diageo North America: @Diageo_NA.

MEDIA CONTACTS: 
DIAGEO | jazmine.settles@diageo.com
HUNTER | crownmarquis@hunterpr.com

 

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SOURCE Crown Royal

FAQ

When will Crown Royal Marquis be available and at what price (DEO stock)?

Crown Royal Marquis will launch in May 2025 in Georgia, Maryland, Washington D.C., and select military bases at a suggested retail price of $39.99.

What makes Crown Royal Marquis different from regular Crown Royal whisky?

Crown Royal Marquis is finished in Caribbean rum casks and features rich notes of honey, brown sugar, vanilla, with hints of date and fig. It comes in a distinctive deep purple bottle and is specifically crafted for nightlife occasions.

Which markets will Crown Royal Marquis launch in first (DEO)?

The initial launch markets for Crown Royal Marquis are Georgia, Maryland, Washington D.C., and select military bases where spirits-based beverages are sold.

What cocktails can be made with Crown Royal Marquis whisky?

Crown Royal Marquis can be enjoyed neat, on the rocks, or in signature cocktails like the Marquis Daiquiri (with pineapple juice, lime juice, simple syrup) and the Crown Royal Marquis Moment (with pineapple juice, club soda, lime).

How is Crown Royal Marquis targeting the nightlife market?

Crown Royal Marquis is targeting nightlife through 'Crown Royal Marquis Moments' events in Washington DC and Atlanta, focusing on high-energy events and offering bright, elevated cocktails for occasions that turn unforgettable.