Crown Royal readies Manitoba tour
By Rob Bale
Alcohol company Diageo North America is preparing a promotion in Manitoba for its Crown Royal whisky brand. The promotion, called the “Crown Royal Rig,” will make use of a branded truck designed to resemble a whisky barrel. From March 25 to 27, the vehicle will visit a number of locations in the province, including the Crown Royal distillery in Gimli, MB. At each stop, the vehicle will collect and package food items to be donated to Harvest Manitoba. It will also offer product samples, music and prize giveaways.
“At Crown Royal, we are incredibly proud of our Canadian heritage,” said Nadia Niccoli, head of marketing at Diageo Canada. “Our iconic distillery in Gimli has been the beating heart of Crown Royal for decades, and this journey is an opportunity to raise a glass to the incredible people who continue to shape our legacy, and to the Crown fans who fill our cup on the daily.”