ferent pillar of Crown Royal ’ s liquid attributes .
Corby Spirit and Wine announced in January 2023 that its flagship brand J . P . Wiser ' s is the Official Canadian Whisky of the Detroit Red Wings . The multi-year partnership included several branding placements and activations at Little Caesars Arena , inclusions in Red Wings game broadcasts , and promotions on both J . P . Wiser ' s and the Red Wings ' social media channels .
J . P . Wiser ' s branding is featured throughout Little Caesars Arena in the form of a branded bar , advertising throughout the venue and a concourse activation for select home games , while the arena ' s four restaurants sell the whisky .
And then there are whisky cocktails — both original recipes and reimagined classics — that help shed light on the Canadian style of the spirit . Bearface , for instance , last year promoted the Old Fearless , which combines Bearface Triple Oak Whisky with charred cedar bites and maple syrup .
Black Velvet pairs well with a variety of ingredients and works in riffs on classics such as the Julep and Manhattan , says Gerdes . “ With today ’ s cocktail culture , you can really lean into more spirit-forward cocktails , or find those that mix in a way where the sum is greater than its parts ,” Gerdes says . “ Canadian whisky , and Black Velvet in particular , tend to play in this second area — making it approachable and very palatable .” •
Alberta Distillers launched its core expression , Alberta Premium , in the U . S . in spring 2022 . Right : Crown Royal is by far the largest Canadian whisky brand , with a 42 % share of the market .
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