Whisky brand Crown Royal is partnering with wood product maker Walters Falls Wood Products to launch a whisky barrel wood-smoking product line. The licensing agreement was brokered by global brand extension licensing agency, Beanstalk.
“As a former Diageo employee, I had the pleasure of promoting the Crown Royal portfolio in Canada,” says John Neeve, director, Walters Falls Wood Products. “I am excited to combine my knowledge of the Crown Royal whisky brand with my passion for barbecue. All of us here at Walters Falls Wood Products look forward to the thrilling times ahead as the products launch and our partnership with Crown Royal grows.”
The new line of barbecue smoking products will include chips, chunks, pellets and grilling planks made from retired Crown Royal whisky barrels. The flavor profile of Crown Royal whisky – oak, vanilla, spice and brown sugar – comes through in the wood and char to bring flavor to smoked meats, vegetables and other foods.
“From repurposing the Crown Royal whisky barrels to extending into the grilling category, this partnership truly harnesses the authenticity of the brand itself,” Lauren Montemaro, director, brand development at Beanstalk. “Recycling the barrels will not only allow for great tasting barbecue but is also a logistical success. We are thrilled to bring Crown Royal to consumers in this innovative form.”
The Crown Royal smoking wood products will be available online at amazon.ca, walmart.ca, bestbuy.ca and more and in select regional and specialty barbecue stores in Canada in this summer. The line will be available at U.S. online retailers and specialty stores in late summer.