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

  • Trudeau defends Bombardier aid after executive compensation rose last year

    Economic CTV News
    BRAMPTON, Ont. -- Prime Minister Justin Trudeau is defending his government's decision to provide federal assistance to Bombardier after the company's senior executives saw their compensation rise by nearly 50 per cent last year. After touring a Magna auto parts facility in Brampton, Ont. Source
  • GDP numbers Friday expected to show economy started 2017 strong

    Economic CBC News
    Some economists are revising their forecasts upward for Canadian first-quarter gross domestic product growth, ahead of the Friday release of figures for January. The market consensus for January calls for a growth rate of 0.3 per cent, which would match the December report. Source
  • Brad Wall to meet with Trump cabinet members when he heads to Washington

    Economic CTV News
    REGINA -- Saskatchewan Premier Brad Wall says he has landed meetings with two members of Donald Trump's cabinet next week, including the president's point man on NAFTA. Wall is scheduled to be in Washington and says he will sit down with Secretary of Energy Rick Perry and Secretary of Commerce Wilbur Ross, the man tapped by Trump to deliver on a promise to renegotiate the North American Free Trade Agreement. Source
  • Alberta premier checking to see if Saskatchewan's Wall breaking free-trade deal

    Economic CTV News
    RED DEER, Alta. -- Alberta Premier Rachel Notley says she is looking at whether Saskatchewan's Brad Wall is breaking regional free-trade rules by offering incentives for oil and gas firms to move to his province. Source
  • McDonald's opts for fresh beef, not frozen, for some burgers soon

    Economic CBC News
    Coming soon to McDonald's: Fresh beef. The fast food giant said Thursday that it will swap frozen beef patties for fresh ones in its Quarter Pounder burgers by sometime next year at most of its U.S. Source
  • Environmental groups challenge Keystone XL pipeline approval

    Economic CBC News
    A coalition of environmental groups challenged the U.S. federal permit for the Keystone XL oil pipeline in court on Thursday because they say additional environmental scrutiny is needed. The Sierra Club, Natural Resources Defense Council and other groups say the initial environmental review completed in 2014 is inadequate and outdated, and that it underestimated how much the pipeline would encourage tar sands oil production in Canada. Source
  • Cenovus shares fall in wake of $17.7B oilsands purchase

    Economic CBC News
    Shares in Cenovus Energy were down 11 per cent shortly after markets opened Thursday following its announcement to acquire Canadian assets belonging to Houston-based ConocoPhillips.Cenovus Energy buying most of ConocoPhillips' Canadian assets for $17.7BUnder the $17.7 billion deal, the Calgary-based energy company would take over most of ConocoPhillips's investments in Canada in what is the latest mega oilsands sale by a major foreign oil and gas producer. Source
  • Is Toronto's housing market in a bubble? Not quite, analyst says

    Economic CTV News
    Despite a recent declaration by Bank of Montreal Chief Economist Douglas Porter that Toronto’s red-hot housing market is indeed in a “bubble,” other economists have been hesitant to use the controversial label to describe the city’s current real estate boom. Source
  • CIBC boosts takeover offer for PrivateBancorp to more than $6B

    Economic CBC News
    Shares of Canadian Imperial Bank of Commerce traded lower Thursday after the bank boosted its takeover bid for PrivateBancorp by 20 per cent. Under the terms of a new takeover agreement that has approved by the boards of directors of both firms, the deal values Chicago-based PrivateBancorp at approximately $6.6 billion Cdn, or $60.92 US per share, Source
  • Air Canada lawsuit accuses Airbus of negligence in Halifax crash landing

    Economic CTV News
    HALIFAX - Air Canada is claiming a French aircraft manufacturer's negligence contributed to a crash landing at Halifax Stanfield International Airport two years ago. The Canadian airline is suing Airbus SAS, saying the company failed to identify shortcomings of the Airbus 320. Source