Crown Royal's 'whiskey of the year' flying off the shelves

Considering its scarcity, Crown Royal's Northern Harvest Rye might be the closest thing to liquid gold in Canada right now.

See Full Article

The Canadian whiskey has lovers of the brown spirits rushing to stores, only to return home empty-handed in many cases.

Its rich butterscotch flavour, with notes of spiced vanilla and pepper, received the ultimate endorsement last month when it garnered the top spot in Jim Murray's 2016 Whisky Bible.

Murray gave the whiskey a score of 97.5 points out of 100, and wrote a glowing review of the drink online.

"Rye, that most eloquent of grains, not just turning up to charm and enthral but to also take us through a routine which reaches new heights of beauty and complexity," he wrote in an excerpt of the book posted to a blog called the Whiskey Exchange.

"To say this is a masterpiece is barely doing it justice."

Besides its critical acclaim, the rye was is also being sold at an appealing price point of about $30, making it an attractive holiday present for whiskey lovers.

At one liquor store in Vancouver, the shelves were stocked with 240 bottles, only to see them snagged within four hours.

"It was just a matter of watching this pile go down, down and down," Jeff Guignard, executive direct of the Alliance of Beverage Licensees, told CTV Vancouver.

Christopher Bonnallie, supervisor at Vancouver's Legacy Liquor Store, says the Northern Harvest is without a doubt the "best rye whiskey on the planet," but hasn't even had a chance to taste it yet, which is unusual considering his position.

"I have not personally tried it yet, which is shocking working in the industry that even I can't get a bottle," he said.

Consumers are running into similar shortages across the country, including in Alberta which received 30,000 bottles in November and another 6,000 last week.

The Crown Royal sat quietly on the shelves of an Edmonton liquor store that specializes in rare spirits shelves for two weeks, prior to Murray's review.

"Nobody really wanted it; suddenly it was named and it took off," said one of the store's employees.

"They didn't expect the demand, I guess, and it being Canadian it's going to sell better," he added.

Alistair Kidd, the brand director for Crown Royal's parent company Diageo Canada, told CTV Edmonton that this is the first time they've dealt with such a high demand for Canadian whiskey.

"I think it is very much a source of pride that a Canadian whiskey has been named as world whiskey of the year," he said.

The demand is so high that it is driving many whiskey hunters online in search of any remaining stock.

In some cases, the Northern Harvest is selling for more than $100 – or $70 above its original price.

But it is a price that some are willing to pay for what they hope will be the crown jewel of their whiskey collection.

With reports from CTV Edmonton and CTV Vancouver



Advertisements

Latest Economic News

  • Trump to spend Day 100 in office talking trade

    Economic CTV News
    WASHINGTON -- U.S. President Donald Trump is marking his 100th day in office by talking tough on trade.Trump's first 100: Day-by-day highlights Analysis: We've read all President Trump's tweets, so you don't have to The White House says the president will sign an executive order Saturday that will direct his Commerce Department and the U.S. Source
  • 'Not for the faint of heart': Why getting a marijuana producer licence is a long shot

    Economic CBC News
    The regulatory gates to Canada's legal marijuana regime are open, but only a crack. Health Canada has received 1,630 applications for licences to grow or sell medical cannabis as of March 31. Only 43 licences have been approved so far, representing just 2.6 per cent of the total applications. Source
  • Trump will zero in on trade agreements during 100th day

    Economic CTV News
    WASHINGTON -- U.S. President Donald Trump will spend his 100th day in office talking tough on trade in one of the states that delivered his unlikely win. The president is expected to sign an executive order Saturday that will direct his Commerce Department and the U.S. Source
  • B.C. leader could drag Canada into unwanted battle with U.S. on softwood: expert

    Economic CTV News
    BURNABY, B.C. -- A vow by British Columbia's Liberal leader to fight American tariffs on softwood lumber may force the federal government to wage an unwanted battle with the United States, an international trade expert says. Source
  • Hacker threatens to release stolen copies of Netflix series

    Economic CTV News
    SAN FRANCISCO -- A hacker claims to have stolen the upcoming season of Netflix's hit series "Orange Is The New Black," and is asking for an unspecified ransom to not release the entire fifth season online. Source
  • Bombardier faces lengthy legal battle with Boeing that could hurt CSeries sales

    Economic CBC News
    Bombardier faces a lengthy legal battle with Boeing after the aerospace giant filed a complaint with the U.S. government and the process could hurt sales of the new CSeries commercial jet, say trade experts and industry analysts. Source
  • Bombardier faces lengthy legal battle with Boeing that may hurt CSeries sales

    Economic CTV News
    MONTREAL -- Bombardier faces a lengthy legal battle with Boeing after the aerospace giant filed a complaint with the U.S. government and the process could hurt sales of the new CSeries commercial jet, say trade experts and industry analysts. Source
  • Home Capital troubles may translate to higher interest rates for some borrowers

    Economic CTV News
    TORONTO -- Troubles at Home Capital Group may translate to higher mortgage rates for less creditworthy borrowers if concerns about the sector increase funding costs for other subprime lenders, experts say. "Inevitably this will likely effect all lenders in the alternative space as it puts the spotlight on the risk, and questions the integrity of some of the mortgages they are lending on," said Steve Pipkey co-founder of Vancouver-based Spin Mortgage. Source
  • Canada restarts free trade negotiations with South American trading bloc

    Economic CBC News
    Canada's hectic international trade agenda is about to get even busier, as it takes new steps toward formal free trade negotiations with Mercosur, the trading bloc that includes the key South American markets of Argentina, Brazil, Paraguay and Uruguay, CBC News has learned. Source
  • Canada restarts free trade negotiations with South America's Mercosur trading bloc

    Economic CBC News
    Canada's hectic international trade agenda is about to get even busier, as it takes new steps toward formal free trade negotiations with Mercosur, the trading bloc that includes the key South American markets of Argentina, Brazil, Paraguay and Uruguay, CBC News has learned. Source