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Crown Royal | Crown Royal Regal APPLE Launch

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The Situation

Social, celebratory, easy-to-drink whiskies were growing. CROWN ROYAL™ wasn’t keeping up. It wasn’t part of “whisky culture’s”, high-energy shot occasions preferred by younger (Legal Drinking age − 25 yrs.), multicultural Millennials.

The Solution

Introduce new CROWN ROYAL REGAL APPLE™, as the go-to whisky for these occasions and consumers. Cultivate a connected-consumer experience, driving trial in bars as well as sales off-premise, with a conversion-driving shopper campaign that achieved
#1 Selling Spirit Innovation and #1 in Consumer Pull, Surpassing All Major Whisky Innovation and reaching 1 Million Cases in Less Than a Year.

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