Fans of Crown Royal’s premium Canadian whisky have a new reason to toast, even if restricted due to social distancing mandates. Another major brand is breaking onto the scene of canned ready-to-drink (RTD) cocktails. 

Crown Royal has released its own line of RTD cocktails in a can, allowing consumers to enjoy their iconic brand of whisky with mixers and made for home enjoyment. “There’s an increasing interest in ready to drink products and there’s a real desire from our drinkers to enjoy the cocktails they’ve always loved at the bar,” the Diageo (NYSE: DEO) -owned brand said in a statement. 

The company, which is the top selling Canadian whisky brand in the world, has revealed three varieties of their new product line, all variations of favorite cocktail recipes. The three concoctions are Washington Apple, Peach Tea, and Whisky & Cola. Each of the drinks are meant to be chilled before drinking, come with 7% alcohol by volume, and are packaged in a portable 12 ounce can. 

At Home Drinking Embraced

The company acknowledged that there is a growing market for beverage alcohol products that can be enjoyed from the comfort of home, especially as most bars still experience severe operating restrictions due to the coronavirus pandemic. Crown Royal VP Nicky Heckles said that the three new drinks present the same reliable and traditional tastes of Crown Royal and are “perfect for those who want to celebrate with ease, but not compromise on the premium whisky and flavors we know and love.”

RTD cocktails growth during the COVID-19 crisis has been significant. Sales of canned RTDs has skyrocketed year-over-year, seeing a growth of 90% according to some estimates. Before the pandemic began, growth in the RTD market was about 21%. Consumers have definitely grown a taste for these delicious and easy-to-prepare-and-enjoy specialty cocktails. As bars and restaurants have remained closed or limited, buyers have been looking for a way to enjoy the same drinks they had before shutdowns began. 

The industry has responded quickly and with great variety. With such a strong interest from consumers, other major brands such as Jack Daniels and Ketel One have launched their own RTD canned cocktails and have found success with them. Even as businesses begin reopening in the weeks and months ahead, more options will undoubtedly be introduced. 

Crown & You-name-it

Crown Royal is attempting to stand out by staking their claim in the portable premixed cocktail market by packaging in three bright and vibrant cans. The cocktails come in crisp and sharp orange, purple, or green, designed to pop on liquor store shelves. Crown Royal RTDs are available in four-packs for about $15 or individually for around $4. 

While the “Whisky & Cola” branding prevents us from calling it a “Crown & Coke,” we’ve seen The Coca-Cola Company enter the alcoholic beverage market with its Topo Chico Hard Seltzer — so who knows what the future could bring.

Caroline Hill
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