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

  • Trump Treasury pick defends foreclosure actions, asset disclosure

    Economic CTV News
    WASHINGTON -- Steven Mnuchin, President-elect Donald Trump's pick as Treasury secretary, clashed with Democrats during a lengthy confirmation hearing Thursday over his handling of thousands of mortgage foreclosures and his failure to initially disclose to the committee nearly $100 million in assets and interests in a Cayman Islands corporation. Source
  • Facebook CEO trying to buy out land near his Hawaii estate

    Economic CTV News
    HONOLULU -- Facebook CEO Mark Zuckerberg is going to court to gain ownership of isolated pockets of land tucked away within his sprawling estate in Hawaii. Many of the 14 parcels on the island of Kauai are less than an acre. Source
  • Uber pays US$20 million to settle claims of driver deception

    Economic CTV News
    SAN FRANCISCO -- Uber Technologies is paying $20 million to settle allegations that it duped people into driving for its ride-hailing service with false promises about how much they would earn and how much they would have to pay to finance a car. Source
  • George Soros says Trump a 'would-be dictator' who will rattle markets

    Economic CTV News
    NEW YORK -- Billionaire investor George Soros said Thursday he views President-elect Donald Trump as an "impostor and con man and a would-be dictator" who will rattle financial markets. Soros, a big supporter of Hillary Clinton's failed presidential campaign, said he is confident Trump will be checked by Congress and the Constitution. Source
  • Car makers concerned about Trump, says Canadian innovation minister

    Economic CTV News
    OTTAWA -- A Liberal cabinet minister says he's hearing concerns from auto makers about negative effects on their industry from a Donald Trump presidency. Economic Development Minister Navdeep Bains says he's had conversations with concerned automakers at the recent Detroit auto show and during his current visit to the World Economic Forum in Davos, Switzerland. Source
  • Trump uncertainty may be 'golden moment' for Canadian firms to invest: expert

    Economic CTV News
    OTTAWA - A well-known trade expert is pitching the counter-intuitive idea that widespread uncertainty tied to president-elect Donald Trump's protectionist vows has likely created a once-in-a-lifetime investment opportunity for companies. Export Development Canada's Peter Hall says he's been advising business leaders to consider swooping in on investment opportunities here and abroad while others sit idle from fear over the trade and tax changes being floated in the U.S. Source
  • Trump pays $25 million to settle Trump University cases

    Economic CTV News
    SAN DIEGO -- President-elect Donald Trump has paid $25 million to settle three lawsuits against his now-defunct Trump University, signalling that a judge's approval of a settlement agreement remains on track for March 30. Trump Entrepreneur Initiative LLC paid the money into escrow ahead of Wednesday's deadline, said plaintiff attorney Jason Forge, who represented people who took seminars that promised to teach success in real estate. Source
  • Manufacturing sales top expectations for November, gaining 1.5 per cent

    Economic CTV News
    OTTAWA -- Canadian manufacturing sales topped expectations in November as they climbed 1.5 per cent in the month to $51.8 billion. Economists had expected a gain of 1.0 per cent for the month, according to Thomson Reuters. Source
  • NewLeaf cancels more flights amid 'schedule change'

    Economic CBC News
    Budget flight company NewLeaf has cancelled more flights in Ontario, B.C., Alberta and Nova Scotia for the next few weeks. According to a memo sent to passengers, four flights — all on Sundays — have been cancelled, effective Jan. Source
  • U.S. ends probe of fatal Tesla crash without recall: AP source

    Economic CTV News
    WASHINGTON -- U.S. safety regulators will end an investigation into a fatal crash involving electric car maker Tesla Motors' Autopilot system without seeking a recall, a person briefed on the matter said Thursday. The National Highway Traffic Safety Administration scheduled a call Thursday about the investigation. Source