\For the next weblog i’m going to talk about a really luxurious whisky, named Crown Royal. This one is not available in the Netherlands and most drinked by Americans and Canadians (as it was founded in Canada). But still a fun brand to talk about nonetheless.
Let’s take a look at how Diageo (the manufacturer) positions her drink in the whisky market. Crown Royal is a really, really exclusive whiskey. The name speaks for itself, it’s a whiskey mainly for people which huge amounts of money and kings and queens. My jaw falls down on the floor when I look at the bottle design… This ladies and gentlemen is how you make your drink exclusive. The bottle looks really loyal and is pretty decorated. A real piece of art, even when empty. Crown Royal’s slogan is: “For every king, a crown.”. Crown Royal positions itself as a drink which is a reward for people who made it through their hard work and want to celebrate that, the slogan shows this.
Now let’s go to the website. Of course it opens with the traditional agegate. After filling in your age it takes you to the homepage. The homepage says: “Crown Royal: Society of the Crown” which, again, proves how luxurious this drink is. You can also see here that Crown Royal sponsors a NASCAR racer named Matt Kenseth. An interesting, original choice. You can even inscribe a personal message for someone you care about on a Crown Royal bag or bottle label, which shows America and Canada ar far beyond Europe and our ways of marketing. The website also list some “Masters of Whiskies” which are people who work as blenders for Crown Royal and tells you their story.
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