Crown Royal Rebrands Reserve Whisky into 12YO

A new bottle design and 12-year age statement have been added to Diageo’s Canadian whisky Crown Royal Reserve. The whisky has revamped its Reserve recipe, adding an age statement to the label.

“Crown Royal Reserve Aged 12 Years stays true to the tradition of the original Crown Royal Reserve offering while elevating the flavor profile with more pronounced fruity notes,” master blender Mark Balkenende said.

“This expression enhances what makes Reserve unique within the Crown Royal portfolio, now featuring the exciting addition of an age statement that provides a more elevated experience for our consumers.”

Featuring notes of baking spices, fruit flavors, vanilla, and cinnamon in a lingering, warm finish, the new blended whisky is bottled at 40% ABV. It will be available in stores starting this month.

Crown Royal Redesigns Reserve Blend into 12YO Whisky

“It represents our commitment to delivering exceptional quality without compromise,” brand director James Valdes said.

“With this new expression, we’ve enhanced our Reserve line with an age statement that reflects the craftsmanship and character of the whisky. It’s a testament to our dedication to innovation, providing whisky enthusiasts with an approachable yet elevated experience.”

There have been numerous innovations from Crown Royal throughout the year and across categories. In October, the brand released its oldest whisky yet, a 31-year-old blend that is bottled at 46% ABV and priced at $600-plus.

According to Spirits Business, a new single malt offering of 45% ABV was introduced in June of this year. The famous Blackberry joined the brand’s stable of flavored whiskies in April. And the Black Cherry Whisky Sour joined its ready-to-serve cocktail line in August.

Furthermore, the whisky’s website defines the company’s birth as a marvel of life. “Upon hearing the historic news, a Canadian spirits entrepreneur set out to craft a whisky suited for the Royal Couple – an exceptionally generous gift fit for royalty.

“With perfection on his mind, he meticulously trialed more than 600 blends before outfitting the final product in a cut-glass decanter and regal purple bag with gold stitching. The whisky he presented to the King and Queen was an exquisitely smooth blend of roughly fifty whiskies which became known, fittingly, as Crown Royal.”