Crown Royal Redesigns Reserve Blend into 12YO Whisky

Crown Royal has revamped its Reserve bottling, which now comes with an age statement. The Canadian whisky has revamped its Reserve recipe and redesigned its bottle.

“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.”

With a 40% ABV, the new blended whisky is intended to elevate. Accordingly, it will be available this month in the US. The whisky has notes of baking spices on the palate, along with fruit flavors and hints of vanilla. It closes with a warming cinnamon finish.

Crown Royal Rebrands Reserve Whisky into 12YO

“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.”

This year, Crown Royal has introduced a number of innovations across the board. In October, the brand released its oldest blend to date, a 31-year-old whisky bottled at 46% ABV and retailing for US$600.

Earlier this year, the brand introduced a 45% ABV single malt priced at $55. In April, they launched Blackberry, adding to their successful stable of flavored whiskies. In August, they added Black Cherry Whisky Sour to their ready-to-serve cocktail line.

According to the brand’s website, the founding of the company was no accident. “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.”