Crown Royal's 'whisky 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 whisky 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 whisky 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 Whisky 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 whisky 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 whisky 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 whisky.

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

The demand is so high that it is driving many whisky 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 whisky collection.

With reports from CTV Edmonton and CTV Vancouver



Advertisements

Latest Economic News

  • Two become one? Planemakers work on tech to cut pilot numbers

    Economic CBC News
    Airplane manufacturers are working to adapt jets to reduce the number of pilots needed for long-haul flights and to build new cockpits designed for a single aviator in order to ease a global pilot shortage and cut airline costs. Source
  • Condos rushing to ban pot smoking before legalization

    Economic CTV News
    TORONTO -- Gerald Major goes out on the back balcony of his condo several times a day, leaning against the wall and smoking or vaping medicinal cannabis to ease the pain and other symptoms of severe arthritis. Source
  • Marriott to ban plastic straws by next summer

    Economic CTV News
    One of the world's largest hotel companies has followed the lead of other major food and travel players in banning straws across its properties by next summer. Marriott International -- whose portfolio includes more than 6,500 properties in 127 countries and territories around the world -- pledged to eliminate the use of single-use plastic straws by July 2019. Source
  • U.S. launches national security probe into uranium imports

    Economic CTV News
    WASHINGTON -- The Commerce Department has started an investigation into the impact of uranium imports on U.S. national security, a move that could result in tariffs and add another front to the Trump administration's trade fight. Source
  • Toronto stock market ticks lower, while U.S. markets mixed; Loonie moves down

    Economic CTV News
    TORONTO - Canada's main stock index ticked lower in late-morning trading as the energy and consumer staples sectors lost ground. The S&P/TSX composite index was down 20.72 points to 16,498.52, after 90 minutes of trading. Source
  • U.S. to review uranium imports on national security grounds

    Economic CBC News
    The United States Department of Commerce will launch an investigation into imports of uranium, citing the same concerns about national security that it did before implementing tariffs on steel and aluminum. In a release Wednesday, Commerce Secretary Wilbur Ross says the investigation will cover all aspects of the industry, from mining through enrichment for electricity generation, its role in military defence, and other industrial uses. Source
  • After crackdown on steel and aluminum, U.S. to now probe foreign uranium

    Economic CBC News
    The United States Department of Commerce will launch an investigation into imports of uranium, citing the same concerns about national security that it did before implementing tariffs on steel and aluminum. In a release Wednesday, Commerce Secretary Wilbur Ross says the investigation will cover all aspects of the industry, from mining through enrichment for electricity generation, its role in military defence, and other industrial uses. Source
  • Ford recalls 550,000 vehicles that can roll away unexpectedly

    Economic CBC News
    Ford is recalling about 550,000 cars and SUVs in North America to fix a gearshift problem that could cause the vehicles to roll away unexpectedly. The recall covers certain 2013 through 2016 Fusion sedans and some 2013 and 2014 Escape small SUVs. Source
  • SNC-Lavalin and Holtec form joint venture to decommission nuclear plants

    Economic CTV News
    MONTREAL - SNC-Lavalin Group Inc. and Holtec International have announced a joint venture that will focus on the decommissioning of shuttered nuclear power plants. Terms of the agreement were not immediately available. The company to be named Comprehensive Decommissioning International LLC will be based in Camden, N.J. Source
  • Aecon Group joint venture wins Enbridge Line 3 replacement contract

    Economic CTV News
    TORONTO -- Aecon Group Inc. says its joint venture with Robert B. Somerville Co. Ltd. has won a $282-million contract for a work on Enbridge Inc.'s Line 3 replacement project in Manitoba. The work includes constructing 92.2 kilometres of pipeline in the area of Brandon, Man. Source