Crown Royal is Launching a New Chocolate Whisky
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In 2021, Crown Royal released a peach-flavored whisky, and somehow it became wildly popular (this Vinepair story at the time details why and how). Yes, flavored whiskey remains a very popular category, but even so, Crown Royal Peach was an unexpected collector’s item for many whiskey fans, with some stores saying it was outselling brands like Pappy or Blanton’s. Last week Crown Royal announced the launch of a new chocolate-flavored whisky, so could this new expression achieve the same cult status?
Anything is possible, but it kind of seems like a stretch even as flavored whiskey continues to thrive. This launch comes shortly after Jack Daniel’s added Blackberry to its lineup of flavored whiskeys, which joins the ranks of Tennessee Fire, Apple, and Honey. Crown Royal’s flavored whisky (spelled that way because the distillery is Canadian) lineup is also stacked with Vanilla, Apple, Blackberry, and even Salted Caramel expressions, in addition to Peach. And don’t sleep on the 23-year-old version of the Apple whisky, which happens to be very good.
It makes sense for Crown Royal to add a chocolate whisky to the lineup, a flavor that has been represented in different styles by distilleries and brands like Kings County, Ballotin, and Bird Dog. “Crown Royal has always led the way in whisky innovation, and with this new flavor we’re inviting people to indulge in something truly unexpected,” Hadley Schafer, the brand’s VP, said in a statement. “This new expression maintains the quality of whisky we take pride in, while leaning into the bold yet inviting spirit that defines our flavored whiskies portfolio. I’m excited for brand fans to enjoy Crown Royal Chocolate Flavored Whisky in ways they could never imagine.”
Actually, some of the ways you can certainly imagine—suggested cocktails include an Old Fashioned, Espresso Martini, and Coquito, all of which would play well with a chocolate whisky. The brand also suggests using Crown Royal Chocolate in what sound like weird ways, mixing it with grapefruit juice, cola, and lemonade—all of which may very well be delicious.
So will Crown Royal Chocolate achieve the oddball fandom that Peach was the recipient of a few years back? Only time will tell; this new release will be available on September 1 (SRP $27) for those who are interested in finding out. In the meantime, you can find the rest of the Crown Royal lineup available to purchase from websites like ReserveBar now.
