Diageo begins Crown on the House campaign
Alcohol distributor Diageo has begun a promotion for its Crown Royal whisky brand called "Crown on the House." The initiative will involve product sampling events held in the homes of individual consumers. Consumers in Toronto, Vancouver, Edmonton and Calgary will be able to make a reservation for an event by email or by telephone. Up to 15 guests can attend. A promotional worker representing the brand will host the tasting, which will involves samples of Crown Royal Fine De Luxe, Crown Royal Northern Harvest Rye, Crown Royal Reserve and Crown Royal XO, accompanied by a history of the brand and the products.
"The greatest misconception about rye whisky is that it is best served as a mixer," said Geoff Kosar, Canadian marketing director at Diageo. "This program will challenge that idea while educating Canadians in the rich history of Crown Royal products and the longstanding tradition of whisky making in Canada. "With Crown on the House we have the unique ability to bring family and friends together and engage directly with our consumers in the comfort of their own homes."
The initiative follows the pattern established by "An Evening with Johnnie Walker," a home-based sampling promotion conducted by Diageo for the Johnnie Walker brand last year.