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Crown Royal Lights Up Deal For Grilling Products

Crown Royal, the world’s best-selling Canadian whisky brand, is partnering with premium-grade wood product maker Walters Falls Wood Products Inc. to launch a premium whisky barrel wood-smoking product line.

The licensing agreement was brokered by global brand extension licensing agency, Beanstalk.

The new line of premium barbecue smoking products will include chips, chunks, pellets and grilling planks made from genuine retired Crown Royal whisky barrels.

The distinctive flavor profile of Crown Royal whisky—oak, vanilla, spice and brown sugar – comes through in the wood and char to bring unique flavor to smoked meats, vegetables, and other foods.

Notably, the smoking planks are staves cut in half that are hand-picked for size and quality. These planks offer consumers who use cedar planks to smoke fish and meat on gas or charcoal grills an exceptional outdoor cooking experience that is sure to impress friends and family this summer.

This new partnership not only allows Crown Royal fans to enjoy the flavors of whisky in a new way but also aligns with the brand’s focus on generosity. These grilling moments allow people to share food, time, and memories.  

“As a former Diageo employee, I had the pleasure of promoting the Crown Royal portfolio in Canada. I am excited to combine my knowledge of the Crown Royal whisky brand with my passion for barbecue,” said John Neeve, Director of Walters Falls Wood Products. “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.” 

“From repurposing the Crown Royal whisky barrels to extending into the grilling category, this partnership truly harnesses the authenticity of the brand itself,” said Lauren Montemaro, Director of 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 also in select regional and specialty barbecue stores in Canada in summer 2021. The line will be available at US online retailers and specialty stores in late summer 2021.

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