• by Fern Siegel , March 22, 2024

Whisky is evolving — both in flavor and demographics. The launch of Crown Royal Blackberry Flavored Whisky, the brand's newest limited edition, was teased on the brand's site and Instagram page.

The news generating significant buzz. The company recorded an organic surge in consumers crafting their own signature serves and sharing their positive reviews across various social-media platforms.

Jesse Damashek, senior vice president North American Whiskeys at Diageo, told Agency Daily: “We are currently collaborating with Crown Royal’s partner agencies, including Vayner Media and Anomaly New York, on a robust, 360 consumer campaign rollout in the coming months.”

He called the new whisky "a testament to our dedication to innovation," noting the company caters to "the evolving preferences of loyal Crown drinkers and spirit connoisseurs alike. We really wanted to prioritize the next generation of 21+ consumers who are looking to add versatility in their cocktail choices this summer to maximize their experiences."

The brand is promoting four cocktails on its site: Royal Blackberry Lemonade, Crown Royal Blackberry Bramble, Crown Blackberry Collins, and a Royal Blackberry Mojito. A social-media element will be added, as well.

In the past four years, in North America, Crown Royal has maintained 4 of the top 10 flavored whiskies, per Nielsen. Golden Apple was rated the No. 1 flavored luxury whisky within the first month of its launch, according to NABCA Greenbook.

Parent company Diageo is a global liquor leader. Its brands include Johnnie Walker, Smirnoff and Ketel One vodkas, Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Adam Rogers, research director for IWSR Drinks Market Analysis, told Wine Enthusiast: “Coming out of the pandemic, newer releases have taken more of an indulgent treat-oneself approach with nuanced flavors, such as cookie dough, chocolate, pumpkin spice, peanut butter or combinations of these.”

The global flavored whiskey market was valued at $27.9 billion in 2022 and is projected to hit $47.1 billion by 2030, according to Vantage Market Research. Flavored whiskey comprises more than one-fifth of the whiskey drinkers in the U.S. (American and Irish liquor producers favor the "whiskey" spelling. Scottish, Canadian and Japanese producers use "whisky.")